‘We’re looking for the lads': Inside Jameson’s targeting strategy

Jameson Irish whiskey, part of France’s Pernod Ricard, is targeting an unlikely demo with its latest U.K. outdoor ad campaign: beer-swilling lads. “The core challenge has been recruiting men within the age group 25-30 into the brand,” said Vicky Hoey, head of marketing at the brand. “We’re looking for ‘lads,’ really: those laid-back, urban, social males.Read the full article