Pernod Ricard unveils marketing campaigns for Jameson, Chivas and Brancott Estate

By Helen Arnold

Published: 16 October, 2014

Pernod Ricard's Jameson, Chivas Regal and Brancott Estate brands will be receiving a major boost with the launch of separate marketing campaigns this autumn.

Jameson Jameson's latest campaign focuses on the Irish love of storytelling and craftmanship

The whiskey and wine brands will each receive "significant" investment through a series of innovative campaigns, though Pernod Ricard declined to reveal the actual figure.

The Irish love of storytelling, combined with the craftsmanship which goes into creating the brand, is the focus of the new Jameson whiskey campaign, which kicks off in November.

Aimed at 25-34 year old men, it will feature print, outdoor ads and digital activity, as well as in-store activity. The campaign will be backed up by the Jameson Works, a community platform which enables modern day craft workers to share work and seek and offer advice through a collaborative forum.

This month also sees the launch of Brancott Estate's new TV advert, which will focus on the brand's heritage, and the Sauvignon Gris varietal. Backed up by digital and in-store activity, the new campaign targets the food, wine, lifestyle and entertainment sectors to increase awareness amongst its target audience.

Featuring the strapline, 'Brancott Estate Pioneers', the ad aims to bring to life the brand's pioneering credentials, as the first winery to plant Marlborough Sauvignon Blanc back in 1975, and highlights the recent launch of Brancott Estate Sauvignon Gris.

Chivas Regal The Chivas campaign is built around encouraging social entrepreneurship

Oscar-nominated actor Chiwetel Ejiofor, of 12 Years a Slave fame, is throwing his support behind the latest Chivas Regal campaign, which started last month. It consists of a global search for the most up and coming social entrepreneurs, whose businesses use enterprise and innovation as a force for good. Ejiofor appears in a series of ads and short films introducing 'Win the Right Way', stories of social entrepreneurs around the world.

"It is vital that we invest to create engaging and inspiring marketing campaigns like this for our brands, as we are absolutely committed to driving growth within the premium wine and spirits categories for our customers," said Patrick Venning, marketing director at Pernod Ricard UK. "Consumers vote with their feet and our marketing campaigns aim to drive demand and awareness in and outside the realms of the store or venue."

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