St Patrick’s Day on-pack promotion for Jameson

07 March, 2016

Pernod Ricard UK is introducing a bespoke on-pack offer across its Jameson Original blend.

The promotion features a free copper barrel cup, which is designed to mirror the exclusive copper distilling and craftsmanship that is synonymous with the brand, according to Pernod.

“Capitalising on the beer and whiskey occasion provides a key opportunity to recruit our target audience of ‘Lads’ (laid back, appreciators, down to earth and social drinkers), and young adult men,” said Pernod’s head of marketing, Vicky Hoey.

“To drive brand visibility in the lead-up to St Patrick’s Day, we will be engaging with ‘Lads’ across the nation with timely and relevant random acts of kindness, such as ‘a Jameson on us’, digital media and out of home advertising, which will highlight the occasion with the strapline ‘Born in Dublin, celebrated in London/ localized city’. In addition, we’ll be using geo-located mobile advertising, which will reach them with a custom experience en-route to the nearest bar.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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