The number one Irish whiskey (AC Nielsen Total Coverage by value 09.09.17), Jameson, is hoping to take the lead this St. Patrick’s Day with a multi-million pound campaign.
The campaign includes out of home, digital and social advertising, as well as a mobile app that offers entertainment such as games and augmented reality ‘how-to’ recipe demonstrations for those wanting to celebrate at home.
In the run-up to the big day, Jameson is ensuring the occasion is as big as possible by taking ownership of the celebrations with its portfolio of whiskies and POS kits.
Jameson delivers £6.5m annually for impulse retailers (AC Nielsen Total Coverage by value 09.09.17) and this success is down to the brand’s continued focus on recruiting 25-34 year-olds, coupled with a continued focus on driving awareness of the signature serve, the Jameson, Ginger and Lime.
James Middleton, channel director for impulse at Pernod Ricard UK, said: “St. Patrick’s Day has been gaining momentum and this year, there’s potential for festivities to be bigger than ever before as England faces Ireland on the final day of the 2018 Six Nations Championship. Our campaign this year is simple, get more people into store for a longer period and we are supporting retailers do this by investing heavily in the promotion of a ‘Happy St. Patrick’s Month’, as well as our lead serve the Jameson, Ginger and Lime.
“The Jameson, Ginger and Lime is a great way to increase basket spend as it’s an incredibly simple drink to make at home. With over 60,000 ready-to-drink (RTD) cans of the serve sampled last summer, we have seen how popular they are and how well they work to encourage people to try Jameson in a different format.”
Jameson is available to convenience retailers in the following formats: Jameson Original 35cl (RRP £12.29), 70cl (RRP £22.95), Jameson Crested (RRP £30.45), Jameson Black Barrel (RRP £37.69), Jameson Redbreast Tubed (RRP £44.19) and Jameson RTD cans (RRP £2).
POS materials include: Dummy boxes to get spirits out from behind the counter and onto the shop floor (three units per pack), clip strips promoting the Jameson, Ginger and Lime serve (should be hung near mixers to encourage additional purchases) and counter mats reminding customers not to forget their bottle of Jameson. Other items include: bunting, bollard wraps, A4 window posters (including changeable price stickers).