Pernod Ricard has launched a major new international campaign for Jameson Irish Whiskey called ‘Widen the circle’.

The campaign will be led by a TV advert called ‘That Spark’, featuring Irish actor, writer and comedian Aisling Bea.

It focuses on encouraging people to step outside of their comfort zones through moments of awkward but genuine interaction.

The campaign is part of a multi-year investment in Jameson by Pernod Ricard ahead of a key period for the spirit which includes St Patrick’s Day (17 March).

“As the world reopens, Jameson, the world’s favourite Irish whiskey, is inviting the world to embrace other kindred spirits and ‘Widen the Circle’,” said Brendan Buckley, Global Marketing Director at Jameson owner Irish Distillers.

“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.”

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