Pernod Ricard’s Irish Distillers division has released details of a worldwide responsible drinking activation for flagship Irish whiskey Jameson.
The campaign, ‘Jameson. Easy Does It’, features a television advert fronted by actor & comedian Aisling Bea. The spot debuts this week in the brand’s home market ahead of a worldwide roll-out “later this year”.
The ad will be supported by digital and Social Media elements.
Best known for creating, writing and appearing in UK comedy ‘This Way Up’, Bea was first recruited by the brand owner for Jameson in February last year. She subsequently fronted ‘Widen the Circle’, an activation that ran in the US in September.
Last year, Pernod Ricard earmarked a EUR50m [then-US$52.6m] spend on environmental measures at its Midleton distillery in the southwest of Ireland.
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