Jameson Orange Launches with a Pinterest Color Takeover

Pernod Ricard took ownership of the color orange on Pinterest to support the recent launch of its Jameson Orange flavored whiskey. Jameson Orange began hitting shelves nationwide in late February and early March 2022, and boasts a taste of triple-distilled Jameson Irish Whiskey with notes of zesty orange flavor. With a growing flavored whiskey market, debuting a citrusy spirit "was a huge opportunity for us," said Jenny Hermanson, senior director of media strategy at Pernod Ricard, during a P2PI LIVE session in October. Recognizing there are more than 16 million searches for the word "orange" on the social platform annually, Pernod Ricard worked with Pinterest to "own" the color "in a never-been-done before color takeover," Hermanson said. The campaign ran from April through June — to position Jameson Orange as a key ingredient for summer drinks — and centered on delivering sponsored ads across Pinterest through strategic keywords, such as orange nails, orange hair, and orange chicken. The aim of the program was to surprise and delight consumers, as well as connect Jameson Orange to potential micro occasions like hosting a summer barbecue, by showing how the product could be used (to make orange mule cocktails, for example). Incorporating product shots, prominent logos and aspirational imagery also helped the effort resonate on the image sharing social media platform. "We really wanted to grow our share of occasions, [and] Pinterest presented a perfect partner to connect with our consumer," Hermanson said. The program proved successful. "We moved lift for all stages of the funnel," Hermanson said. It may have helped that Pinterest is a bit different from other social media platforms. Arben Perkolaj, U.S. industry lead for CPG at Pinterest, summed it succinctly during the session: "Pinterest is about yourself, not your selfie." Site users go there to seek inspiration for occasions both large and small, from a quick dinner recipe to buying and decorating a home. It’s very future-forward, and particularly from a brand marketer perspective, "there’s a lot of power there," he said. Part of that power is that 97% of Pinterest searches are unbranded. (Perkolaj shares that 90% of Amazon searches are unbranded, too, so Pinterest isn’t unique in that respect.) The platform also has more than 400 million active monthly users worldwide, and 92 million active monthly users in the U.S. and Canada. Nearly half of U.S. adults “pin” on the platform. "[Pinterest users] are not looking for your brand, but there’s a tremendous opportunity to be there and inspire people – from idea to 'I did,'" Perkolaj said.

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