Beechwood unveils integrated activities for Jameson brand

Bds beechwood has developed a new integrated campaign for Pernod Ricard's Jameson Irish Whiskey brand.

The agency has developed a range of creative treatments targeting 25- to 34-year-olds.

It begins with a series of tactical press inserts that will run in magazines including the September and November issues of X-ray, Xfm's monthly music title.

The press work will be supported by activity in bars and pubs across the UK with the distribution of sandpaper-effect beer mats and matchboxes to emphasise the smoothness of the drink.

The inserts also focus on the smooth taste of the drink by recreating the feel of sandpaper complete with a smooth packshot of a Jameson bottle in the centre of the rough paper. The endline, "triple distilled for extra smoothness", reinforces the distillation process that creates Jameson's smooth taste.

The campaign was art directed by Simon Wakeman and written by Simon Hipwell.

Media Planning Group handled media.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).