That’s what people will be saying to a bunch of walls in New York and Los Angeles this month, as Jameson(R) Irish Whiskey aims to continue its defiance of the economic downturn (dollar sales up 33% for the six-month period ending 10/18/08, according to AC Nielsen), by engaging in some social discourse with people on the streets.
In high foot-traffic areas across both cities, Jameson — which accounts for roughly two-thirds of the fastest growing spirits category in the U.S. — will use live wall projections to reach its audience. “Passersby will notice giant projected ads ‘chatting them up’ as they walk by, as real-time ‘conversationalists’ will be writing and reacting to people on their way to drinks, dinner, shows, shopping and such,” said Wayne Hartunian, Jameson Brand Director at Pernod Ricard USA. Added James Cheung, Jameson Creative Director at the brand’s ad agency, TBWAChiatDay New York, “While the ad creative remains true to Jameson’s unique relaxed and confident style, it will be a cocktail of live projection/chatroom/outdoor/conversation piece, in true Media Arts fashion.”
“One of the primary reasons for Jameson’s tremendous success is the brand’s ability to establish personal connections with consumers,” Hartunian said. “And our projection campaign takes that personal connection ideal to a whole new level.”
Jameson is projecting outdoor ads (without the interaction at this stage) beginning this month in Boston, Chicago, Denver and Minneapolis. The brand also has unveiled a new radio ad in 20 markets, as well as a trade communications initiative that reinforces Jameson’s leadership position and demonstrates how the brand can boost retailers’ profitability. “Retailers and restaurateurs need brands that not only offer quality and value at every price point, but that also provide them with support to help sustain and grow their business,” Hartunian said. “And Jameson has proven itself to be that brand time and time again.
The trade campaign includes an ad, “Defying the Economic Downturn,” which highlights the brand’s strong growth rates over the past six months. In addition to the above-mentioned Nielsen statistics, data from the National Alcohol Beverage Control Association (NABCA) shows Jameson sales rose in U.S. Control states by 27% for the 6-month period ending Sept. 2008, while the brand’s on-premise depletions increased by 25% across the U.S. during the same time period.
Hartunian said the trade campaign also includes a “first-of-its-kind Category Management Tool for the Irish Whiskey Category that provides the trade with a fact-based story on the accelerating growth and the enormous additional potential of the fastest growing spirits category, while giving retailers and on-premise operators specific, proven ideas on how to leverage that success to improve their bottom line.”
The Jameson campaign is consistent with Pernod Ricard USA’s ongoing efforts to support its brands through efficient, targeted marketing that captures consumer imagination. Hartunian concludes, “We will continue to grow our brand and the category, support our retail partners and develop unique and interactive programming to engage consumers and bring them into the Jameson family.”
Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking.