Pernod Ricard UK announced today (October 16) that it was putting “significant investment” behind three of its brands, to drive demand amongst consumers and growth for its customers. Each of the campaigns, which are for Jameson, Chivas Regal and Brancott Estate, offers something bespoke, from creating a digital community to celebrate craftsmanship, to calling on Hollywood’s finest to launch a search for social entrepreneurs.
The new Jameson campaign focuses on “craftsmanship, the art of Irish storytelling and the spirit of inclusiveness”. The platform aims to create an emotional connection with the target consumer of 25-34 year old males and will include print, outdoor ads and digital activity, plus in-store and in-outlet activation.
The new craft campaign will also be supported by The Jameson Works, a community platform(including a digital hub) which tells the stories and spreads the knowledge of how craftsmen work today.
Chivas Regal, meanwhile, launches “The Venture”, a global search for the most promising social entrepreneurs: those with businesses or ideas that use enterprise and innovation as a force for good. Oscar-nominated actor Chiwetel Ejiofor (of 12 Years a Slave fame) has shown his support for the campaign by introducing Win the Right Way, a series of ads and short films introducing the stories of social entrepreneurs from around the world aimed at inspiring others to follow their lead.
Finally, the Brancott Estate wine brand gets a new TV ad campaign which kics off this month and celebrates the brand’s heritage and focuses on the Sauvignon Gris varietal. Supported by digital and in-store activation, the campaign targets the food, wine, lifestyle and entertainment sectors to drive awareness and demand for the brand amongst its target audience.
Featuring the strapline, “Brancott Estate Pioneers”, the TV ad aims to bring to life the brand’s pioneering credentials, as the first winery to plant Marlborough Sauvignon Blanc back in 1975.
Patrick Venning, MD at Pernod Ricard UK, commented: “Consumers vote with their feet and our marketing campaigns aim to drive demand and awareness in and outside the realms of the store or venue. The right approach for us is to look at the essence of each brand and ensure they resonate with customers and build loyalty for our brands.”