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Fire TV
campaign to ignite growth for Jameson in
the US
Jameson, the world’s No 1 Irish whiskey,
is revealing a new US TV advert to its
165,000 Facebook fans today, ahead of
the campaign’s on-air debut on 28th
February. The TV advert will run on US
digital and broadcast media including
national cable TV channels such as ESPN,
Comedy Central, FX and Spike. The aim of
the campaign is to further build on the
brand’s success, as most recently seen
in reaching the 1 million case sales
milestone in the US.
The Fire TV advert continues the theme
of the legendary tales of John Jameson,
dramatising his passion for his whiskey,
as first debuted with the successful
Lost Barrel TV advert in 2009. Directed
by the internationally acclaimed Noam
Murro, Fire is set in late 18th century
Dublin. The story unfolds as a huge fire
rages through the city and threatens to
destroy all that John Jameson holds
dear. In the midst of the melee, Jameson
heads towards a dam, which he valiantly
breaks open with an axe. The result is
not quite what John Jameson expected -
he unleashes a giant wave, which sweeps
through the city - John Jameson along
with it, and reaches the Jameson
distillery gates just in time to put out
the fire before it reached his precious
whiskey – much to all of Ireland’s
delight.
Chairman and Chief Executive at Irish
Distillers Pernod Ricard, Alex Ricard,
said: "As our largest export market, the
US is a key focus in our long-term
global marketing strategy. Jameson is
the clear No 1 Irish whiskey in the US
accounting for 71% of the category and
has experienced phenomenal success over
the last decade, almost doubling in size
over the past three years alone. We have
found that people in the US are
increasingly passionate about the brand
and love its accessible taste profile.
This advert capitalises on these
attributes but with a characteristic
Irish wit and lightness of touch”.
About Jameson
Irish Whiskey
Jameson is the world’s No 1 selling
Irish whiskey. Award-winning as a result
of its exceptional smoothness following
its unique triple distillation process,
Jameson is enjoyed in over 120 countries
worldwide.
The core Jameson range includes Jameson;
Jameson 12 Year Old Special Reserve;
Jameson Gold Reserve; Jameson 18 Year
Old Limited Reserve; Jameson Rarest
Vintage Reserve and Jameson Signature
Reserve (Travel Retail exclusive).
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