Jameson Irish Whiskey has launched a major new international campaign, in time for key seasonal events including St Patrick’s Day.
The Widen the Circle promotion includes a TV ad called ‘That Spark’ featuring Irish actor, writer and comedian Aisling Bea, made by Emmy- and Grammy-nominated director Jake Scott.
Irish Distillers Global Marketing Director, Brendan Buckley, said: “As the world reopens, Jameson, the world’s favourite Irish whiskey, is inviting the world to embrace other kindred spirits and ‘Widen the Circle’.
“Our campaign will challenge people to look for the shared values that unite them, making the world feel like a smaller, friendlier place by encouraging individuals and communities to make new connections. It will not only demonstrate the accessibility of our whiskey, but also the larger idea it can bring of inclusiveness, kinship and belonging.”
Coinciding with the launch, and to showcase the best of Irish culture and creativity, a series of St Patrick’s Day events are taking place around the world, culminating in a livestreamed performance by Irish post-punk band Fontaines DC on 17 March.
In addition, fans across the world will be able to connect virtually on the Jameson Connects platform for free by signing up for tickets via the Jameson website.
Beyond St Patrick’s Day, Jameson will be looking to extend outreach further through ongoing campaigns across the on- and off-trade globally, as well as through influencer, PR and social media outreach. A second TV ad is planned for summer 2022.
