Male Media Opps: Jameson launches first masterbrand campaign in "several years"

In its first masterbrand campaign in years, Jameson Irish Whiskey features Aisling Bea. Made by TBWA\Dublin, "That Spark" launched on February 15. It's part of a multi-year, multi-channel investment, so sellers should get in touch soon to secure last-minute ad dollars. Jameson will also extend outreach further through efforts such as influencer, PR and social media. A second TV spot will debut in Summer 2022.

According to iSpot, the brand spent approximately $5.8m on national TV commercials in 2021, down 12% from the approximately $6.6m it spent in 2020. Jameson's 2021 commercials targeted millennials men watching shows such as SportsCenter, The Tonight Show Starring Jimmy Fallon, NBA Basketball, The Big Bang Theory and The Office.

In 2021, Pathmatics reports Jameson allocated roughly $6.7m toward digital ads, 8% less than the roughly $7.3m it allocated in 2020. The brand earned around 732.1m digital impressions last year via Instagram (38%), Facebook (33%), Twitter (19%), desktop video (9%) and desktop display (1%) ads.

Hopefully, spend will pick back up with this new campaign. In the meantime, sellers able to offer high-ROI strategies among Gen-Z and millennial men should get in touch. Per Kantar data, Jameson also invests in print (local magazines), OOH and local broadcast. It holds planing conversations in Q1 and buying conversations in Q4.

Agency & martech readers - Parent company Pernod Ricard (PR) is still vulnerable to review due to a roster shift last year. You'd have the best luck securing digital analytics and/or social media management services. Jameson works with media AOR Wavemaker and experiential AOR Jack Morton. It also receives media assistance from Spark Foundry and experiential assistance from Legacy Marketing Partners.