Jameson global ads take fight to Johnnie Walker

by Samuel Solley, Marketing 02-Nov-05

Jameson is to embark on its first global ad campaign as it gears up to take on Diageo's Johnnie Walker brand.

The Pernod Ricard-owned Irish whiskey brand is investing several million
pounds in the campaign, which has been developed by TBWA\ Ireland and
will run in key markets later this year.

Pernod Ricard will use the activity to boost awareness of the brand,

which has previously been given little marketing support by the spirits

giant.

Three television executions - 'The Drummer', 'The Dancer' and 'The
Harpist' - will introduce the line 'More than meets the eye' as the
brand's slogan.

The 'Harpist' execution shows a man dressed like a member of a rock band
playing the harp, followed by the line 'Beyond the obvious'.

Ongoing marketing activity will focus on Jameson's heritage and the
provenance of its ingredients. It will also highlight the drink's
versatility and suitability for mixing with ginger beer.

Pernod Ricard's arch-rival Diageo is sponsoring the McLaren Formula One
motor racing team through its Scotch whisky brand Johnnie Walker in a
£15m-a-year deal to broaden international awareness.

Jameson also competes internationally with whisky brands including
Chivas, Bells, J&B and Teachers.