Jameson, the UK’s best-selling Irish whiskey [Nielsen Scantrack total off-trade data to 04.01.2014], today launches a series of activations to boost sales this coming St Patrick’s Day (17 March) in both the on and off-trades.
Brand owner Pernod Ricard UK also hopes the promotions will increase visibility of Jameson in the long term, with consumers remembering it long after St Patrick’s Day is over.
Inn the on-trade, there are extensive PoS kits including posters, fold-out display bricks, bunting and bar “glorifiers, a loyalty card and prizes for the best bar displays; the impulse channel in the off-trade, meanwhile, gets PoS kits â barkers, wobblers and posters, with glassware for retailers to run “gift with purchase” promotions on Jameson 70cl. Pernod Ricard has also created pallet wraps for in-depot display.
In addition, Jameson will be rolling out limited edition bottles again: decorated by ornamental glass artist David A. Smith, the design is inspired by the elaborate glass etching and decorative gilding synonymous with the décor of Dublin pubs.
Jameson will also be running a media campaign throughout this month and April for Jameson amp; Ginger Ale. This will involve posters in London, Manchester and Leeds from today to 23 March; a digital campaign running across lifestyle publications from 15 March to 30 April; and a social campaign running on Facebook from today to 6 April.