Jameson Irish Whiskey pushes recently launched pre-mix range in a new campaign via TBWA

piccy1.jpgJameson Irish Whiskey has announced the launch of its new above the line campaign, investing over $1m in support of the recently launched premix range with a master brand approach via TBWA.

The campaign has rolled out nationally with high impact outdoor placement and a significant digital spend with key media partners; Yahoo, Spotify and News.com.au (estimated reach of 60.4%).

The campaign is aimed at driving awareness for the unique premix range; Jameson & Cloudy Apple and Jameson & Raw Cola and the latest addition, Jameson & Ginger Beer with messaging that brings Jameson's unique personality to life.

Says Anne Martin, marketing director of Pernod Ricard Australia: "Australia is a test market for the Jameson premix range so our team worked closely with Irish Distillers Ltd to create a campaign that would appeal to the Australian male aged 24-34 years.
piccy2.jpg"Research has revealed an impressive conversion rate 'for every three people that taste Jameson premix, one will repurchase the product within four weeks,' so developing a compelling above the line campaign to support the range in the lead up to summer was essential."

Recently the Jameson premix range was awarded top honours at the Australian Drinks Awards, taking home the title for 'Best RTD/RTS Innovation' for the Jameson & Raw Cola and Jameson & Cloudy Apple varieties.

Says Martin: "Pernod Ricard Australia is dedicated to continually delivering products of superior quality and constantly seeking innovative ways to refresh the whiskey category. Our consumers are looking for brands that are interesting, premium and most importantly, that deliver exceptional quality and taste."


macca said:

I like this for the simple reason it's not 'boasty'. In keeping with the brand and although it's not going to set the world alight will do it's job.

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