Pernod Ricard USA

Wayne Hartunian, Vice President, Whiskies & Cognac
Frankie Pezzella, Sr. Brand Manager, Jameson

TBWA\Chiat\Day *Lead Agency

Mark Figliulo, Chairman & Chief Creative Officer
Adam Stagliano, Chief International Strategy Officer
Sarah Watson, Worldwide Planning Director
Jonathan Mackler, Creative Director
Colby Webb, Group Account Director
Hugo Murray, Management Supervisor
Erik Fahrenkopf, Associate Creative Director
Anthony Decarolis, Associate Creative Director

In the midst of a recession where all premium brands were declining, our challenge was to maintain Jameson's already gravity defying growth without losing any of its fierce underground loyalty. By turning a traditional whiskey strategy - heritage - on its head, we were able to tell the story of Jameson's serious credentials in a not-so serious-manner. The resulting campaign, TASTE ABOVE ALL ELSE, was a massive success for the Jameson brand significantly increasing brand awareness, brand health measurements and sales, while growing our core advocate base.