British actor Aaron Taylor-Johnson has been recruited by Pernod Ricard’s US division for an advert promoting the Black Barrel iteration of the group’s Jameson Irish whiskey in the country.
Timed to break ahead of the festive period, the ad, titled ‘The Greatest Story Almost Told’, will run on TV and streaming platforms, starting in the US before going worldwide. The spot will be supported in the former market by audio and social media activity as well as out-of-home ads.
According to Pernod Ricard USA, online searches for ‘Jameson’ peak in December.
“We’re excited to spotlight … Jameson Black Barrel and its sleek new look,” said the CEO of Pernod Ricard’s Irish Distillers unit, Nodjame Fouad. “This global campaign … reinforces our commitment to elevate Jameson Black Barrel and solidify its position as a leader in the super-premium-plus whiskey category.”
In the US, Jameson Black Barrel carries a per-bottle SRP of US$37.99.
In results from the three months to the end of September, announced a month ago, the group saw sales in the US slide by 10% on the corresponding period a year earlier.
