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J&B Mirror Ball J&B Mirror Ball http://www.diageo.com/en-row/NewsAndMedia/P... Press releases: 2007 JεB invites world to 'Start a Party’ with new mirror ball campaign 13 March 2007 Diageo, the owners of JεB Scotch whisky, announced today that it will be investing over ten million pounds behind a brand new global marketing campaign for its party whisky brand JεB, Europe’s most popular Scotch. The ‘Start a Party’ campaign will be launched in over 20 markets in all regions over the next 12 months through packaging, print and radio advertising, digital media, displays in off licence stores and, importantly for the mixable whisky, through high profile events and promotions in bars and clubs. Since its creation JεB has been the ‘untraditional’ Scotch, associated with parties, innovation, mixing and socialising. From Dean Martin and the Rat Pack drinking JεB in Vegas to modern stars dancing on the JεB party boat off the coast of Ibiza, JεB is at the heart of every great party. Now, this campaign takes this association a stage further by inviting everyone to ‘Start a Party’ themselves. At the centre of the campaign is the ultimate party symbol: the mirror ball. Nik Keane, global brand director of JεB says, ‘We are going big with the mirror ball – literally - and are going to have some real fun with this icon. For us ‘starting a party’ is all about attitude – optimism, sociability, enjoying life and having fun and we are using the mirror ball to convey this.’’ The campaign is in fact a ‘Start a Party responsibly’ campaign by making it clear that you don’t need anything other than yourself to bring fun, sociability and enjoyment to a group of people. Diageo’s responsibility message is also integral to every execution. All advertising and promotions will carry the message: ‘However you start a party, please start and finish it responsibly’ and themed ads are being developed to urge consumers to party responsibly. The campaign, which builds on the Nightology campaign, is the idea of the small Dutch agency, KesselsKramer which Diageo recruited in its search for highly original and bold work for JεB. The ads will be live in the next few weeks in selected press and the full through the line campaign will roll out over the next couple of months in most major markets around the world. The launch follows Diageo’s recent announcement of its £100 million investment to increase whisky production capacity in Scotland. In most of its major markets, JεB is growing well and its success, along with that of the other Diageo Scotches, is driving the growth of the Diageo Scotch portfolio. Notes to Editor JεB JεB Rare is the No. 1 Scotch Whisky in Europe, and the second largest 1 sur 3 25/07/07 15:28 WorldReginfo - 71c35b3f-538b-4d53-83bb-2f59abc779a4 J&B Mirror Ball http://www.diageo.com/en-row/NewsAndMedia/P... Scotch Whisky in the world, selling nearly 6 million 9 litre cases per year. Justerini and Brooks date back to 1749, when they were first established as merchants of fine wines and spirits. JεB Rare Scotch whisky as we know it today was developed in the last century, specifically for the post-prohibition market in the USA. Its smooth and balanced taste comes from perfectly blending 42 malt and grain whiskies. JεB was a regular on the Las Vegas scene during the 1960s often accompanying the Rat Pack on stage. JεB continues to enrich its party history. Last year’s centrepiece party was the JεB Nightology Boat in Spain – a freight ship painted with 25,195 kilos of JεB Yellow paint and converted into a mobile nightclub. Partygoers were invited on board for any one of 8 individual parties, dancing the night away in port after port around Spain. The range of 'unexpected' party cocktails created for JεB by top world chef Ferran Adria includes one that uses liquid nitrogen as an ingredient KesselsKramer KesselsKramer is an independent international communications agency located in Amsterdam. It has been in operation since 1996, and employs thirty-seven people from over ten different nationalities. KesselsKramer has produced communication solutions for a diverse range of clients, such as Diageo, Diesel Jeans, Levi’s, the Hans Brinker Budget Hotel, Unilever and Bavaria Beer. KesselsKramer is also responsible for the internationally awarded documentary film, ‘The Other Final’ which chronicled the football match between the world’s two lowest-ranked teams, Bhutan and Montserrat, that took place on the same day as the 2002 World Cup Final. Diageo plc Diageo is the world's leading premium drinks business. With its global vision, and local marketing focus, Diageo brings to consumers an outstanding collection of beverage alcohol brands across the spirits, wine and beer categories including Smirnoff, Guinness, Johnnie Walker, Baileys, JεB, José Cuervo, Captain Morgan and Tanqueray, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo trades in some 180 countries around the world and is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at www.diageo.com Diageo is committed to the responsible marketing of its brands and effective self-regulation across the industry For Diageo, world-class marketing means responsible marketing. We are proud of the unique part that alcohol plays in the social lives and celebrations of many cultures. Yet we also recognise that alcohol may be consumed irresponsibly, creating problems for individuals and for society as a whole. We are committed to advertising and marketing our brands responsibly. We are committed to internal self-regulation, as mandated by our own internal Diageo Marketing Code. This Diageo code applies in addition to industry codes and government regulations, and sets the minimum global standards of practice for all Diageo marketing activities around the world including 2 sur 3 25/07/07 15:28 WorldReginfo - 71c35b3f-538b-4d53-83bb-2f59abc779a4 J&B Mirror Ball http://www.diageo.com/en-row/NewsAndMedia/P... advertising, promotions, brand innovation activities, consumer PR and the development and content of websites. Diageo is committed to self-regulation for the industry and is a member of leading NGOs and SAOs including the International Centre for Alcohol Policies (ICAP), the European Forum for Responsible Drinking, the Portman Group, DISCUS and The Century Council. Treated responsibly, alcohol is associated with enjoyment and celebration, but it is common knowledge that excessive or inappropriate consumption can cause health and social problems for individuals and society. As the world’s leading premium drinks business, Diageo wants to be at the forefront of industry efforts to promote responsible drinking. Our approach is based on the following key principles: · Set world-class standards for responsible marketing and innovation · Combat alcohol misuse, working with others on initiatives to reduce alcohol-related harm · Seek to promote a shared understanding of what it means to drink responsibly. We focus our efforts on areas where we can use Diageo resources and expertise most effectively, taking into account the expectations of consumers, commercial partners, governments and employees. We also collaborate with other leading drinks companies and industry-funded organisations around the world to help remind consumers to drink responsibly at all times. Contacts All enquiries: Diageo plc Isabelle Thomas +44 (0) 207 927 5200 [email protected] KesselsKramer Sabine Gilhuis +31 (0) 20 530 1060 [email protected] back to press releases list back to top 3 sur 3 25/07/07 15:28 WorldReginfo - 71c35b3f-538b-4d53-83bb-2f59abc779a4.
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