Jameson readies trade push for St Patrick’s Day
Monday March 3, 2014 at 3:43pm
Jameson, the Pernod Ricard-owned Irish whiskey, is launching an on- and off-trade push to drive brand visibility and sales on St Patrick’s Day. The push features a loyalty card mechanic and competition as well as POS, a limited edition bottle and media support. The loyalty mechanic rewards consumers buying four Jameson & Ginger serves with a branded beanie, while the competition provides an opportunity for bar staff to win prizes by creating their own, unique St Patrick’s Day back bar displays. Those that submit images of their displays will be entered, with prizes including a trip for two to the legendary Jameson Distillery, 50 cases of limited edition 1930s-style Jameson bottles, and various Jameson gift packs up for grabs. This year’s POS kits for the on-trade consist of Bar Bricks – fold-out display bricks – that will act as effective back and front bar bottle glorifiers; A3 posters communicating both St Patrick’s Day and the Jameson and Ginger serve; and other branded items. Off-trade POS materials include PDUs, POS and display materials developed specifically for both the grocery and impulse channels are available now. These materials include POS kits – barkers, wobblers and posters – Jameson bunting in store; pallet wraps for in depot display; bottle standees for in depot display; and glassware for retailers to run gift with purchase promotions on Jameson 70cl. In addition, Jameson will be running a media campaign throughout March and April for Jameson & Ginger Ale. This will involve OOH in London, Manchester and Leeds from 10 March to 23 March; a digital campaign running across lifestyle publications from 15 March to 30 April; and a Facebook push from 10th March to 6th April. St Patrick’s Day is the second biggest Jameson consumption occasion after Christmas.