Dive Brief:

• Jameson Irish Whiskey launched a new global campaign Tuesday narrated by “Oppenheimer” actor Cillian Murphy, according to a press release.
• “Must be a Jameson” marks Ogilvy’s first global work for the Pernod Ricard brand. The campaign, which features spots directed by Oscar-nominated director Bryan Buckley, celebrates the whiskey’s smooth taste and expansive fan base. Themes of togetherness and community underpin the effort.
• The creative will air across live television, audio, social, OOH and streaming channels in the U.S. prior to its global launch in 2024. “Must be a Jameson” comes as the Irish whiskey market continues to grow.

Dive Insight:

Jameson is leaning into star power with a new campaign released in time for the holiday season. Murphy has been the focus of recent buzz for his “Oppenheimer” performance and is considered a strong contender to win the Oscar for best actor. His inclusion in the Jameson campaign gives the creative an anchor to its Irish roots even as the effort celebrates the diversity of Irish whiskey drinkers.

While the campaign doesn’t mention the holidays specifically, the timing could keep the brand top-of-mind for those doing their gift-giving shopping. Themes of togetherness and family also ensure “Must be a Jameson” reflects traditional seasonal messaging while the lighthearted nature of the spots reminds consumers to not take themselves too seriously.

The campaign is bookended by two hero spots. In the first, a man named Jose turns a series of mishaps into an adventure that ends with him at a party enjoying a cocktail made with Jameson. In the second, which is set to launch in mid-November, a character named Julia takes a similar approach to life. The second hero spot also promotes Jameson Orange, which was introduced in January 2022.

"Jameson is a brand known for having a smooth taste that everyone can enjoy, and a light-hearted nature that welcomes people. We leaned into that by creating the concept of a family connected by a shared spirit of not taking themselves too seriously,” said Antonis Kocheilas, global CEO of Ogilvy Advertising in a statement.

The Irish whiskey business has seen tremendous growth in recent years, especially among U.S. consumers. In 2022, Irish whiskey was the fourth fastest-growing spirit in both revenue and volume in the U.S. The global Irish whiskey market reached $4.7 billion in 2022 and is expected to hit $7.5 billion by 2028.

While Jameson remains the Irish whiskey top dog, brands such as Tullamore D.E.W. and Proper No.12 have seen boosts in popularity. “Must be a Jameson” looks to keep the brand at the forefront as consumers are faced with more choices.