Jameson Irish Whiskey has appointed the TBWA network to create its
first global advertising campaign following a competitive pitch against
the DDB network.
The pounds 15 million account is being run out of TBWA-@BDDP in Paris.
The agency will test a new campaign in the UK and Spain in the run-up to
Christmas before a probable international roll-out next year. Ads will
be launched in the UK on 9 November with a pounds 500,000 burst in print
media. They will eventually run on television and posters.
The campaign aims to broaden the appeal of the brand beyond traditional
whiskey drinkers and will introduce the new endline: ’What’s the rush?’
One execution features a dollar bill hanging on a washing line
accompanied by the words: ’Every day dollars 891,900 are lost by people
who wash pants without checking their pockets first. What’s the
Martin Riley, Irish Distillers’ international sales and marketing
director, said: ’The campaign brings a new dimension to Jameson
advertising by stressing the importance of people finding time to enjoy
themselves in the company of friends against the backdrop of
increasingly frenetic lifestyles.’
Jameson made its UK television debut last year with a pounds 1 million
campaign through Leagas Delaney, which featured two lovers trying to
impress each other with their ’smoothness’.