Jameson plans to “paint the whole month green” during March to mark this year’s St Patrick’s Day.
The whiskey brand has launched its new campaign ‘Must be a Jameson’, to celebrate the annual Irish event, which will be held on Monday 17 March.
Set to reach over 15 million consumers, the TV partnership will be live from 24 February to 14 April via Sky Sports, as well as Video on Demand (including ITV, Channel 4, Prime Video) and online video (YouTube).
The Sky Sports tie-up supports the brand’s long-term partnership with the English Football League (EFL).
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A large-scale experiential event will also be executed at the Carabao Cup Final on Sunday 16th March, when the Jameson Bus ‘Orla Board’ will be outside Wembley Stadium, serving Jameson drinks, handing out merchandise, and encouraging football fans to drink responsibly through the distribution of water, as part of owner Pernod Ricard’s ‘Drink More Water’ campaign.
Josh McCarthy, brand director for Pernod Ricard UK, said: “We’re going to paint the whole month green, not just St Patrick’s Day Weekend. The last 18-months has seen us gain so much momentum thanks to the hard work of our teams.”
He added: We’ll be toasting all that’s great about Jameson with fans of our whiskey, our partners and some of our favourite creators. We’ve got a Yard Sale Pizza collab for the food lovers, our Jameson Bus at Wembley for the League Cup Final with the EFL and Jameson, Ginger & Lime samples to share with consumers across the country, you’re not going to miss us this March.”
