JAMESON IRISH WHISKEY BROADENS ITS HORIZONS WITH NEW ‘WIDEN THE CIRCLE’ GLOBAL BRAND CAMPAIGN
Irish comedian Aisling Bea stars, urging people to widen their circle over a Jameson
Jameson Irish Whiskey has today (15th February 2022) launched a major new international brand campaign, ‘Widen the Circle’. The campaign builds on Jameson’s long held belief that life is better shared by inviting people to reach out and invite others in for those moments of authentic human connection. The new multi-media campaign will be spearheaded by a TV ad called ‘That Spark’, featuring Irish actor, writer and comedian Aisling Bea, the creator and star of BAFTA award-winning show ‘This Way Up’ and star of Netflix’s ‘Living With Yourself’. The ad has been made by Emmy and Grammy nominated director Jake Scott, who brings great warmth to the piece, through the storyline of witty awkward social situations where people just click.
“It’s a joy being part of Jameson’s new ‘Widen the Circle’ campaign,” explains Aisling. “As not just an Irish person, but as a comic and in my writing, I’ve always been about searching for human connections, how people come together. The campaign felt like the perfect fit for me and I loved having the role of the person who is trying to get everyone to step out of their comfort zone and engage with people they may not have thought they were open or brave enough to. It’s the surprising thing we have so dearly missed the last two years. And the job comes with the added bonus of getting a visit to the Jameson distillery which is not a bad day at the office at all.”
Part of a multi year multi-channel investment behind Jameson, the campaign devised in partnership with TBWA, comes ahead of a key period for Jameson, including the all-important St Patrick’s Day celebrations around the world on 17th March.
“As the world reopens, Jameson, the world’s favourite Irish whiskey, is inviting the world to embrace other kindred spirits and ‘Widen the Circle’,” explains Brendan Buckley, Global Marketing Director at Jameson owner Irish Distillers. “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 live streamed performance by Irish post-punk band Fontaines D.C. on 17th March. Fans across the world will be able to connect with one of Ireland’s most exciting contemporary musical exports virtually on the Jameson Connects platform for free by signing up for tickets via the Jameson website Jameson Irish Whiskey (jamesonwhiskey.com)
Beyond St Patrick’s Day, Jameson will be looking to extend outreach further through ongoing visibility across the on- and off-trade globally, as well as through influencer, PR and social media outreach. A second TVC is planned for summer 2022.
The ad can be viewed here.
About Irish Distillers
Irish Distillers is Ireland’s leading supplier of spirits and wines, and producer of some of the world’s most well-known and successful Irish whiskeys. Led by Jameson, our brands are driving the global renaissance of Irish whiskey. Jameson is the world’s bestselling Irish whiskey, experiencing 30 years of consecutive growth up to 2019 and hitting sales of 8.6m cases in 2021. Our brands are exported to 130+ markets.
Irish Distillers was formed in 1966, when a merger took place between John Power & Son, John Jameson & Son and Cork Distilleries Company. In 1988 Irish Distillers joined Pernod Ricard, gaining access to unprecedented levels of investment and an extensive global distribution network. Since 2012, we have invested over €400 million to double our production and bottling capacity to meet global demand for our products.
We employ over 600 people across our operations in Cork and Dublin.
About Pernod Ricard
Pernod Ricard is the No.2 worldwide producer of wines and spirits with consolidated sales of €8,824 million in FY21. Created in 1975 by the merger of Ricard and Pernod, the Group has developed through organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard, which owns 16 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive brand portfolios in the industry, including: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, and Kenwood wines. Pernod Ricard’s brands are distributed across 160+ markets and by its own salesforce in 73 markets. The Group’s decentralised organisation empowers its 19,000 employees to be true on-the-ground ambassadors of its vision of “Créateurs de Convivialité.” As reaffirmed by the Group’s strategic plan, “Transform and Accelerate,” deployed in 2018, Pernod Ricard’s strategy focuses on investing in long-term, profitable growth for all stakeholders. The Group remains true to its three founding values: entrepreneurial spirit, mutual trust, and a strong sense of ethics, as illustrated by the 2030 Sustainability and Responsibility roadmap supporting the United Nations Sustainable Development Goals (SDGs), “Good times from a good place.” In recognition of Pernod Ricard’s strong commitment to sustainable development and responsible consumption, it has received a Gold rating from Ecovadis. Pernod Ricard is also a United Nation’s Global Compact LEAD company.
Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code: FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices.
