The multi-million pound ‘Widen the Circle’ campaign includes a new TV advert for the brand. The 30-second ad features Irish comedian Aisling Bea, creator of BAFTA award-winning show ‘This Way Up’.
Pernod RIcard said the new advert will “dominate the March period and beyond,” reaching 71% of UK ABC1 25-44 year olds.
Further support for off trade retailers will include branded shippers and aisle fins in grocery, as well as point of sale kits including counter mats, shelf-edge barkers and strut cards for the convenience channel.
Leanne Banks, marketing director at Pernod Ricard UK, said: “We want to encourage consumers to spark conversation over a glass of Jameson and ‘Widen the Circle’ is our inclusive invitation to celebrate St Patrick’s Day with friends old and new.
“We look forward to delivering fun and engaging experiences that will inspire consumers to connect with others.”