Jameson Irish Whiskey launches ‘Widen the Circle’ global brand campaign

Jameson Irish Whiskey has launched a major new international brand campaign, "Widen the Circle". The campaign builds on Jameson’s long-held belief that life is better shared by inviting people to reach out and invite others in for those moments of authentic human connection. The new multi-media campaign will be spearheaded by a TV ad called "‘That Spark", featuring Irish actor, writer and comedian Aisling Bea, the creator and star of BAFTA award-winning show "This Way Up" and star of Netflix’s "Living With Yourself". The ad has been made by Emmy- and Grammy-nominated director Jake Scott, who brings great warmth to the piece, through the storyline of witty awkward social situations where people just click.

---

“It’s a joy being part of Jameson’s new ‘Widen the Circle’ campaign,” explains Aisling. “As not just an Irish person, but as a comic and in my writing, I’ve always been about searching for human connections, how people come together. The campaign felt like the perfect fit for me and I loved having the role of the person who is trying to get everyone to step out of their comfort zone and engage with people they may not have thought they were open or brave enough to. It's the surprising thing we have so dearly missed the last two years. And the job comes with the added bonus of getting a visit to the Jameson distillery which is not a bad day at the office at all.”

Part of a multi year multi-channel investment behind Jameson, the campaign devised in partnership with TBWA, comes ahead of a key period for Jameson, including the all-important St Patrick’s Day celebrations around the world on 17th March.

“As the world reopens, Jameson, the world’s favourite Irish whiskey, is inviting the world to embrace other kindred spirits and ‘Widen the Circle’,” explains Brendan Buckley, Global Marketing Director at Jameson owner Irish Distillers. “Our campaign will challenge people to look for the shared values that unite them, making the world feel like a smaller, friendlier place by encouraging individuals and communities to make new connections. It will not only demonstrate the accessibility of our whiskey, but also the larger idea it can bring of inclusiveness, kinship and belonging.”

Coinciding with the launch, and to showcase the best of Irish culture and creativity, a series of St. Patrick’s Day events are taking place around the world, culminating in a live streamed performance by Irish post-punk band Fontaines D.C. on 17 March. Fans across the world will be able to connect with one of Ireland’s most exciting contemporary musical exports virtually on the Jameson Connects platform for free by signing up for tickets via the Jameson website Jameson Irish Whiskey (jamesonwhiskey.com)

Beyond St Patrick’s Day, Jameson will be looking to extend outreach further through ongoing visibility across the on- and off-trade globally, as well as through influencer, PR and social media outreach. A second TVC is planned for summer 2022.