2O11 EFFIE AWARD

Jameson Irish Whiskey has won the 2O11 Effie Award in the Beverage Alcohol cate-gory for its “Taste Above All Else” ad campaign, which is centered on a character, John Jameson, and recounts, in tongue-in-cheek fashion, his adventures and philoso-phy as he brings his Irish whiskey to the world in the 178Os.  The ads are derived from the brand’s positioning as “a serious whiskey that doesn’t take itself too seriously”.  The Effie Awards are the pre-eminent awards in the advertising business.