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NewsJameson Mysteries Launches in RomaniaBUCHAREST, ROMANIA, 18th July 2005 - "Tell me what kind of whisky you drink, and I will tell you what kind of personality you have." This is the new challenge that Jameson and 141 Worldwide Bucharest have launched for all those who appreciate a smooth drink, which is renowned worldwide for its refinement (due to the traditional Irish recipe and the special distillation method). Jameson, which is the main brand from the Pernod Ricard portfolio, has 80% market share on the Irish whiskey segment worldwide and, at the same time, it is the brand with the fastest growth in the world. Its specific taste is due to the triple distillation special method and to the combination of the finest malted barley. This gives it the smooth natural taste which is appreciated throughout the world. "Jameson combines the subtlety and the enigmatic atmosphere of Ireland with the exciting game of seduction, thus guaranteeing a memorable experience for everyone. You only have to try it once and you will fall in love with it. There is something special about Jameson and the approach of this promotion emphasizes exactly this particular aspect," declares Florin Maxim, Jameson Brand Manager. Pernod Ricard is the second player worldwide on the alcohol and wine drinks segment and the number one in Europe. Its strategy focuses on a reduced number of global brands and a few brands with outstanding performances on regional markets. The Pernod Ricard portfolio includes 14 brands which sell over 1 million standard boxes (1 box = 6 bottles). Among the brands from Pernod Ricard portfolio are: Chivas Royal - premium whisky, Jameson - Irish whisky, Seagram's Gin, Havana Club - rum, Martell - brandy, Amaro Ramazzotti - bitter and Wyborowa - vodka. 141 Worldwide Bucharest is the agency that won the BTL project for Romania and will implement the national campaign with the logistic support of a concept that was successfully developed in Europe. 141 Worldwide Bucharest is an important player on the market, with great achievements for important clients such as Carrefour, Danone, Coca-Cola HBC, Kraft Food, and Seat. The team from 141 Worldwide Bucharest that will handle the project, Mircea Sebe - Account Supervisor and Carmen Grosu - Field Manager, declares "That special thing which stands behind the distinct positioning of Jameson is exactly its provocative spirit and overwhelming enthusiasm that the brand uses in communication." Inspired by the unique character of this whisky with tradition, the program "Jameson mysteries" includes various promotional activities in HoReCa, supported by a mechanic that is out of the ordinary for these kinds of events. Because Jameson tells things as they are, the participants are invited to imagine themselves in a series of situations that will test their character and personality. The prizes are adapted for each type of reaction. And for those who indeed are ready to reveal who they really are, Jameson prepares a fascinating summer at the seaside, which will unveil something new, every time. The parties will also extend beyond the summer season and the campaign will arrive in the most important cities from Romania, because Jameson animates the spirits and fun wherever it is.
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