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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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