Jameson launches on-trade sampling campaign
Jameson is targeting the on-trade with sampling activity aimed at reaching its target 24-35 year old male audience.
Throughout October, Pernod Ricard is taking a mini Jameson branded 'Discover Bar' to over 200 London venues, including 160 independent pubs and bars, as well as managed retail chains.
Jameson mixed with Coke, Fever Tree ginger beer or lemonade is being served to consumers in Jameson branded glassware.
The activity is the brand's biggest ever sampling campaign and aims to educate consumers on the mixability of the product. Brand ambassadors will be in each venue to talk to customers, in addition to 2-for-1 vouchers redeemable at the bar to encourage repeat purchases.
The activity is part of a wider campaign including Jameson's Cult Film Club, in which cult films are screened in unusual locations across London. Social media activity on Facebook and Twitter and a new Jameson Cult Film Club blog support the activity.
Patrick Venning, head of marketing for whiskies at Pernod Ricard UK said: "This is a really exciting time for Jameson - consumers have responded very well to date to the brand's venture into the world of cult films which is why we have invested again in an exciting 2009 campaign. We feel the partnership with the UK's top film magazine, Empire, and the digital campaign will amplify Jameson's film activities and hit the mark with our target audience."
