New-look advertising campaign for Jameson Irish whiskey

The new campaign targets 25 to 34-year-old men by “reinforcing Jameson's credentials as a premium and contemporary spirit, while also supporting its leading position in the UK”.

The print campaign, titled “Jameson. Seriously Playful”, has been launched in a selection of weekly and monthly consumer magazines, as well as national press.

The advertising is said to promote Jameson as a “contemporary, iconic spirit, without losing its appeal to more traditional drinkers”.

One ad is designed to appeal predominantly to 25 to 34-year-old male consumers. The other ad appeals to this younger audience, as well as the brand's older and more traditional whiskey drinkers.

Jameson is also planning two live gigs featuring indie band The Coral in Manchester and London to tie in with St Patrick's Day celebrations on 16 and 17 March.

Patrick Venning, head of marketing for whiskies at Pernod Ricard UK, said: “We are investing heavily in the new advertising campaign to ensure that we enhance Jameson's appeal as a contemporary and aspirational brand.

“Jameson is a quality product with a rich history and tradition – the advertising blends this heritage with Jameson's credentials as an accessible, versatile and mixable whiskey that's always at the heart of every occasion.”