Whisky Focus - Jameson Launches Easy Going Irish Print Campaign

Jameson, the world’s No 1 Irish whiskey, has launched a new series of global print advertisements as an extension of its successful international ‘Easygoing Irish’ campaign.

Building on the brand positioning first seen in the ‘Easygoing Irish’ Hurricane TV campaign, the latest series of print ads feature four striking creative executions, each one depicting cool, calm reactions to exaggerated and fantasy situations. Each ad finishes with Jameson’s ‘Easygoing Irish’ end line, which perfectly summarises the brand’s attitude.

Created by agency M&C Saatchi, the campaign will launch in Ireland and Russia this month, followed by an international roll-out. The media placement will be primarily focused on premium lifestyle print and leading national broadsheets. Targeted outdoor and online activity will be used to further enhance the campaign.

The first spike of activity sees the launch of two ads, Crocogator and Meteor. Crocogator (see above) depicts two men relaxing with a glass of Jameson after a day at work in New York, observing through the window a large animal – a human predator – emerge from a manhole. Rather than panic, one nonchalantly asks the other: “is that an alligator or crocodile?”

In Meteor (see below), a group of friends are relaxing on the balcony of their friend’s apartment, enjoying a Jameson as the sun sets. As a fiery hot meteor bursts into the evening sky, instead of running for cover, our easygoing Jameson drinkers comment that the meteor will make quite a splash.

Irish Distillers’ Pernod Ricard CEO, Alex Ricard says:

"Jameson has a strong and loyal consumer base internationally, largely due to the quality and heritage of the whiskey, but our long-term strategic marketing approach has also had a big impact. Remaining true to the brand personality, our ‘Easygoing Irish’ campaign is part of this consistent communication, and resonates with consumers across our key markets. The latest execution is a humorous interpretation of Jameson’s easygoing personality, which will appeal to our consumers and help to drive the brand forward to reach our ambitious growth targets."

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