Jameson aims for younger market

Published: 23 July, 2008

Jameson Irish Whiskey has outlined its most expensive advertising campaign ever - with the main message to serve it mixed with ginger ale/beer.

The strapline for the campaign, Beyond the Obvious', is part of the Jameson plan to attract younger drinkers into the whiskey category. Some 3.5 million will be spent on the campaign, which begins with a series of TV adverts directed by Jonas Akerlund - whose previous work includes music videos for Ray of Light' by Madonna and Smack My Bitch Up' by The Prodigy. Another feature of the campaign is a number of Jameson BarCabs that will be picking up Londoners from 2-5 November, offering them a free ride and a Jameson and ginger.

The 25- to 34-year-old market is being targeted by Jameson, which freely admits that it is going after younger drinkers and trying to change their perception of whiskey.

Brand ambassador Sanna Uitti told Harpers: When you mix it with ginger ale or ginger beer, you can still taste the Jameson, and it looks great in the glass. As a mixer drink, Jameson and ginger is as much a macho drink as it is a girly drink.'

Uitti added that a key goal of the campaign was to encourage Jameson consumers to brand call the product, and despite many consumers still associating whiskey drinkers with log fires, pipe and slippers, that sort of thing', she said that Jameson doesn't fit in with such traditional imagery.

Printer friendly version