Campaign details
Advertiser: Pernod Ricard USA / Jameson Irish WhiskeyAgency: Ketchum
Situation analysis
Loyalty is a crucial ingredient in the world of distilled spirits, and Jameson Irish Whiskey has earned a lot of it on the way to an 80% market share. But each new generation likes to create loyalties of its own, and that's where the craft distillery movement has been growing. One look at the craft beer market confirms that brand giants aren't immune to savvy upstarts promoting the value of small and authentic.
Growing the brand means connecting with the next generation of whiskey...