Irish whiskey label Jameson is launching a marketing campaign to attract more women and a younger brand conscious audience.
The £3.5m advertising campaign - its biggest advertising investment in the UK - aims to capture consumers of branded spirits by building an ‘emotional connection’ with its target audience.
The three ‘More than meets the eye’ television adverts show various characters breaking out of their stereotypical roles,
such as a man dressed as a member of a rock band playing the harp, accompanied by the slogan, ‘Beyond the obvious’.
Brand development manager Sean Casey said: “Jameson needs to be seen as being more contemporary and more sociable than other whiskeys, so we are targeting 25 to 34-year-old drinkers who order brands rather than categories.”
Advertising, which will run from December until April 2006 in monthly magazines and national press, will also support the idea of drinking Jameson with ginger ale.
Heineken has announced it is freezing all UK television advertising next year. It will concentrate on print media, other promotions and rely on publicity from its sponsorship of sporting events instead.

Diageo has decided against purchasing the New Zealand Montana wine business, previously owned by Allied Domecq. Granted an exclusive option to purchase the brand, Diageo has since said it does not fit its investment criteria.

Premium blended Scotch Whisky, the Bailie Nicol Jarvie (BNJ), is sponsoring Rory Bremner’s first live UK tour in five years plus an extensive sampling programme over the next two months.

Bunnahabhain Islay Single Malt has added to its portfolio with the release of two mature editions, an 18-year-old (rsp: £49) and a 25-year-old (rsp: £160).

Black Bottle Blended Scotch Whisky will be sporting a black gift carton for the festive season. The gift pack (rsp: £11.99) features a competition to win a case of the brand.
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