NPD AND MEDIA
PICKS OF THE WEEK – JAMESON
JAMESON REVEALS ‘WIDEN THE CIRCLE’ GLOBAL CAMPAIGN The promotion includes a TV ad featuring Irish actor, writer and comedian Aisling Bea, made by Emmy- and Grammy-nominated director Jake Scott.
Jameson Irish Whiskey has launched a major new
of our whiskey, but also the larger idea it can bring
international campaign, in time for key seasonal
of inclusiveness, kinship and belonging.”
events including St Patrick’s Day.
Coinciding with the launch, and to showcase
The Widen the Circle promotion includes a TV
the best of Irish culture and creativity, a series of
ad called ‘That Spark’ featuring Irish actor, writer
St Patrick’s Day events are taking place around the
and comedian Aisling Bea, made by Emmy- and
world, culminating in a livestreamed performance
Grammy-nominated director Jake Scott.
by Irish post-punk band Fontaines DC on 17 March.
Irish Distillers Global Marketing Director,
In addition, fans across the world will be able
Brendan Buckley, said: “As the world reopens,
to connect virtually on the Jameson Connects
Jameson, the world’s favourite Irish whiskey, is
platform for free by signing up for tickets via the
inviting the world to embrace other kindred spirits
Jameson website.
and ‘Widen the Circle’.
Beyond St Patrick’s Day, Jameson will be
“Our campaign will challenge people to look for
looking to extend outreach further through
the shared values that unite them, making the world
ongoing campaigns across the on- and off-
feel like a smaller, friendlier place by encouraging
trade globally, as well as through influencer, PR
individuals and communities to make new connec-
and social media outreach. A second TV ad is
tions. It will not only demonstrate the accessibility
planned for summer 2022.
WEDNESDAY 16TH FEBRUARY 2022 / ISSUE 92 / SLRMAG.CO.UK I 25
