Jameson Irish Whiskey launches new ‘Widen the Circle’ global brand campaign

Jameson Irish Whiskey launches new ‘Widen the Circle’ global brand campaign

Irish comedian Aisling Bea heads the campaign

News | 15 Feb 2022

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Today, Jameson Irish Whiskey has launched a new international brand campaign, ‘Widen the Circle’, themed around shared human experiences and “authentic human connection”.

The new multi-media campaign is spearheaded by a TV advert, ‘That Spark’, featuring Irish actor, writer and comedian Aisling Bea, creator and star of BAFTA award-winning show ‘This Way Up’ and star of Netflix’s ‘Living With Yourself’. The advert has been made by Emmy and Grammy-nominated director Jake Scott.

“It’s a joy being part of Jameson’s new ‘Widen the Circle’ campaign,” said Bea. “As not just an Irish person, but as a comic and in my writing, I’ve always been about searching for human connections, how people come together. The campaign felt like the perfect fit for me… And the job comes with the added bonus of getting a visit to the Jameson distillery, which is not a bad day at the office at all.”

Brendan Buckley, global marketing director of Jameson owner, Irish Distillers, explained, “Our campaign will challenge people to look for the shared values that unite them, making the world feel like a smaller, friendlier place by encouraging individuals and communities to make new connections. It will not only demonstrate the accessibility of our whiskey, but also the larger idea it can bring of inclusiveness, kinship and belonging.”
Aisling Bea

Following the launch, a series of St. Patrick’s Day events will be taking place around the world, culminating in a live-streamed performance by Irish post-punk band Fontaines D.C. on 17 March 2022. Free tickets are available here.

Jameson is planning a second television commercial for summer 2022.
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