J.P. Wiser's Gets Wise with ESPN

As preseason football heats up, North American Whisky brand J.P. Wiser’s announced it is the Official Spirits Sponsor of ESPN Fantasy Football for the 2014-2015 season. In conjunction with the sponsorship, J.P. Wiser’s will be launching its new marketing campaign, “Make the Wiser Call,” as well as a series of television and online advertisements, each of which will be bringing to life a “play” from “The J.P.Wiser’s Playbook.” The ads, the brand says, will help "inspire and enlighten the everyday regular guy with ingenious ways to achieve their victories both on and off the field and suggest celebrating those moments with good company and a glass of J.P. Wiser’s Whisky." On the heels of their U.S. launch last fall, this is the first major domestic sponsorship for the J.P. Wiser’s brand.

“Before committing to this sponsorship, we of course looked into the key demographic of ESPN Fantasy Football fans and we found a lot of similarities with our J.P. Wiser’s drinkers. They both appreciate quality time with friends and family and share that desire for competitive camaraderie, so this makes so much sense to us,” says Richard McLeod, brand director for North American whisky for Pernod Ricard USA. “It makes sense for consumers, too. Together with ESPN, we’re providing what players need for ultimate bro bonding.”

ESPN Fantasy Football is the most popular fantasy football game, growing more than 23 percent in 2013, as compared with the previous year. This new alignment will help grow the number of J.P. Wiser’s advocates in the United States by bringing new ads to the U.S. market. Beyond making fans laugh with its clever and humorous content, the ads will aim to engage with this large demographic to encourage players to give J.P. Wiser’s a shot as an alternative to beer this football season.


 

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