New York, NY -- 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 debut of “Hawk of Achill”, the latest in its multiple award winning “Legendary Tales of John Jameson” campaign.
“Hawk of Achill” is the next installment of Jameson’s TV advertising campaign, following its viral success of “Lost Barrel” and “Fire”. Jameson continues its creative collaboration with TBWA\Chiat\Day New York and internationally acclaimed director Noam Murro, bringing to life the next tall tale surrounding brand founder John Jameson and his passion for his great tasting whiskey.
Inspired by an ancient Celtic myth, the "Hawk of Achill” spot is set in a small fishing village on Achill, a rugged island – steeped in folklore and myth -- off the coast of Ireland. The ad masterfully tells the story of Jameson's encounter with the thieving “Hawk of Achill” that dared steal a barrel of Jameson's beloved whiskey.
“The spot takes the viewer on a journey that is driven, once again, by Jameson’s undying passion,” commented Wayne Hartunian, Vice President, Whiskies and Cognac at Pernod Ricard USA. “This time, however, the creative reveals a more intellectual and cunning side of Jameson’s character as he devises an ingenious plan to retrieve his precious whiskey barrel. Like the previous executions in the campaign, the first-class cinematography lends an epic feel to the spot.”
To extend the “Legendary Tales of John Jameson” campaign, the brand will debut outdoor advertising depicting authentic 18th century-inspired oil paintings, further bringing to life the legendary tales of John Jameson. The paintings, created by artists from around the world, memorialize and celebrate John Jameson's legendary character, in particular his reputation for being a man loved by the people of Dublin.
"Jameson has experienced phenomenal success over the last decade and has nearly doubled in size in the past few years alone,” Hartunian added. “The brand now claims a remarkable 73% market share contributing to 89% of the growth of the Irish Whiskey category, the fastest growing spirits category at 3x the growth of the next top performing category**.
Since surpassing the one-millionth case sales milestone in 2010, Jameson continues to sustain double-digit growth with no signs of slowing down. In the on-premise, Jameson significantly outperforms all beverage alcohol segments through strong bartender affinity and growing popularity among 21-35 year old consumers.” Hartunian added, “While Jameson performance to date is impressive, the brand has just begun to hit its stride and has significantly more potential. Through increased investment in high-reach media against our engaging and memorable ‘The Legends of John Jameson’ campaign, in concert with strong and targeted trade support, we are poised to further accelerate Jameson’s momentum and help the brand realize its full potential. Consumers and bartenders alike are very passionate about Jameson. Unique and creative communication such as ‘Hawk of Achill’ and other ‘Legendary Tales of John Jameson’ creative help foster that passion.”
The “Hawk of Achill” spot launches October 5th, the birthday of John Jameson himself, with an aggressive schedule on national cable TV channels and supported by a comprehensive digital outreach, radio and out-of-home effort to reach and engage consumers.
*Based on 2011 Beverage Information Group brands of 800k annual cases or more and an average non-promoted total U.S. retail price of $18.00 or more. Nielsen total US F/D/L 52 weeks ending 7/21/11
** 2011 Beverage Information Group
Go to jamesonwhiskey.com to review the new “Hawk of Achill” TVC