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"Fire" TV Campaign Set to Ignite Jameson Growth Even Further

February 22, 2011


New York, NY (February 22, 2011) -- Jameson Irish Whiskey, the fastest growing premium spirits brand in the United States** and the leader and primary driver of the fastest growing spirits category, announces the launch of “FIRE” - new TV advertising creative that follows the tremendous success of Jameson’s “Tall Tales” TV campaign that debuted in 2009.

Created by TBWA\Chiat\Day New York and directed by internationally acclaimed director Noam Murro, Jameson’s campaign focuses on legendary stories about John Jameson and the passion he had for his great tasting whiskey. "The advertising campaign brings the character of John Jameson to life," said Wayne Hartunian, Vice President, Whiskies and Cognac at Pernod Ricard USA. “And the cinematography is first class – rather than a typical commercial, the spot appears to be excerpted from an epic movie.”

Similar to Jameson’s well-received inaugural TV campaign from last year -- which generated tremendous internet chatter, viral activity and trade accolades -- the new ad features a humorous “tall tale”. “The Irish tradition of tall tales have creatively allowed us to take a traditional whiskey strategy – heritage – and turn it on its head by telling consumers the story of Jameson’s serious credentials in a not so serious manner,” said Sarah Watson, Worldwide Planning Director for Jameson at TBWA\Chiat\Day New York.

The ad is set in Dublin in 1789, when a huge fire threatened to destroy all that John Jameson held dear. As everyone runs in one direction, Jameson calmly walks toward a dam, which he valiantly opens with an axe. The resulting giant wave – which sweeps Jameson along with it – storms through the city and reaches the Jameson distillery just before the fire does, saving it from harm to all of Ireland’s delight.

To fully leverage the impact of the campaign and capitalize on Jameson's continuing strong growth, Pernod Ricard is further increasing its strong media investment in the brand. Said Hartunian: "Jameson has experienced phenomenal success over the last decade and has nearly double in size over the past 3 years alone. It is the #5 contributor to sales growth for the entire spirits industry* and recently rocketed past the 1M cases of sales milestone with growth continuing to accelerate (both volume and key brand health measures). What is really exciting is the fact that there continues to be considerable organic growth coming from bartenders who recommend it to their customers. Several are so passionate about Jameson that they have Jameson tattoos - the ultimate level of brand advocacy. All of these factors together signal significant additional growth potential”

The TV campaign will be unveiled to consumers on Facebook on February 24 and will debut on-air February 28 with an aggressive schedule on national cable TV channels such as ESPN, Comedy Central, FX and Spike, and is supported by a comprehensive digital outreach effort to maximize reach and engage consumers. The campaign will also be supplemented with radio and out-of-home advertising.

Concluded Hartunian: “Jameson has built an exceptionally loyal following among both consumers and the trade because it is an “authentic” brand with an accessible and appealing taste. Our ad capitalizes on these attributes by clearly communicating Jameson’s essence – a serious whiskey that doesn't take itself too seriously.”

*Nielsen data, Total U.S., FDL, 52 Weeks Ending 9/18/10. Brands over 500k 9L annual cases with average 750 ml non- promoted retail price of at least $18.00
** Beverage Information Group Handbook 2010


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