Pernod Ricard has announced a £2 million St. Patrick’s Day campaign for its Irish Whiskey brand Jameson.
The campaign will build excitement ahead of 17 March, focusing on Jameson, Ginger and Lime serve which is easy for customers to replicate at home.
Chris Richards, head of marketing for Pernod Ricard UK, commented: “St. Patrick’s Day is the second biggest occasion for Irish Whiskey growing year-on-year and falls on a busy weekend, the final weekend of the Six Nations rugby tournament.
“This year, we’re supporting St. Patrick’s Day with our biggest ever media and in-store support plan and encourage retailers to maximise the opportunity as an in-store occasion to reap the benefits from one of the UK’s most exciting and growing categories.”
The campaign will be activated across TV, digital, experiential activity and the on and off-trade.
The TV campaign will run throughout March, during prime time viewing across ITV, Sky Sports and Channel 4. This will be supported by Jameson parties which will run across the weekend of St Patrick’s day in 6 key cities across the UK (London, Manchester, Birmingham, Liverpool, Bristol and Newcastle), as well as over 6,000 pubs and bars planning to host Jameson St Patrick’s Day parties on the same weekend.
The brand is also sampling Jameson, Ginger and Lime ready-to-drink cans in six cities across the UK encouraging consumers to recreate the serve for themselves at home. These will be given out in areas frequented by the brand’s target audience such as, train stations, office drops, sports venues, in bars and St. Patrick’s Day parades.
Jameson is enjoying strong sales in the off-trade, growing at 15.1 percent in convenience and 22.3 percent across total off-trade. With continued strong growth, Irish Whiskey at St. Patrick’s Day is expected to drive over £4 million in the off-trade in just two-weeks.
Retailers could contact Pernod Ricard UK (Communications.firstname.lastname@example.org) for branded POS kits.