Pernod Ricard’s US unit has unveiled what it claims to be the “biggest” activation for Jameson in the country “in more than a decade”.
‘Widen the Circle’, which commenced this week, centres around a 30-second TV ad fronted by Irish actor, comedian and writer Aisling Bea. The spot will be backed by online video, Social Media and e-commerce presence.
Financial details and campaign duration were not disclosed.
Earlier this month, Pernod Ricard confirmed a EUR250m (US$247m) spend on a bolt-on production facility in Midleton, Jameson’s home distillery. Set to become operational in 2025, the new distillery will provide whiskey for Jameson as well as the group’s Powers and Redbreast Irish whisky brands.
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