Pernod Ricard has lined up a 'live wall projection' campaign for its Jameson brand in two cities in the US.

The company said yesterday (4 December) that the interactive adverts, located in high foot-traffic areas, will run in New York and Los Angeles this month.

"Passers-by will notice giant projected ads 'chatting them up' as they walk by, as real-time 'conversationalists' will be writing and reacting to people on their way to drinks, dinner, shows, shopping and such," said Wayne Hartunian, Jameson's brand director at Pernod Ricard USA.

Pernod will also run non-interactive outdoor ads in Boston, Chicago, Denver and Minneapolis. The push will be backed by a radio ad in 20 markets in the US, as well as a trade communications initiative entitled 'Defying the Economic Downturn', which highlights the brand's performance in the country over the past six months. The company cited AC Neilsen figures showing a 33% rise in US sales in value terms for Jameson for the six months to 18 October.

"(The trade campaign includes a) first-of-its-kind category management tool for the Irish whiskey category that provides the trade with a fact-based story on the accelerating growth and the ... additional potential of the fastest growing spirits category, while giving retailers and on-premise operators specific, proven ideas on how to leverage that success to improve their bottom line," Hartunian added.