RAPT Creative has launched the Jameson Supper Club consumer outreach platform in Cape Town for Irish whiskey brand, Jameson.
Trialled earlier this year in Johannesburg at A Streetbar Named Desire, Jameson Supper Club debuted in the Mother City on May 18 at Harrington’s Cocktail Lounge, a one-minute walk away from the District Six Museum in Zonnebloem in the city bowl, and will debut in Durban on June 10.
The platform is intended to encourage Jameson fans to celebrate the spaces they could not enjoy during the various levels of South Africa’s Covid lockdowns.
According to Jameson Brand Manager, Vuyisile Dlepu, the concept was created in partnership with its agency, RAPT Creative, and specifically designed to be rolled out at its partner establishments countrywide.
A riff on supper clubs and pop-ups, the get togethers are hosted at fans’ favourite places with curated menus, delicious whiskey cocktails and line-ups that bring the heat.
In this way, the brand is helping restaurants, pubs and wine bars recover and rebuild following the financial impact COVID-19 regulations and trading restrictions had on their business.
“As a brand, we place our consumer and partner outlets at the forefront of everything we do. So, when COVID-19 took its toll on our partner establishment, we vowed we would find ways to provide some respite once the restrictions were lifted,” said Dlepu.
“At the same time, we knew the brand would need to find meaningful ways to create experiences and connections that would continue building brand equity and salience within its market.
“Together with our partner agency, RAPT Creative, we conceptualised the platform and trialled it in Johannesburg. The Cape Town launch has further proved that the concept and its slick execution will make it and our partner outlets very popular as the roll-out extends across South Africa,” Dlepu said.
RAPT Creative launched Jameson Supper Club with extensive social media campaign, largely across Facebook, Instagram and Twitter. It also extended its presence into various e-commerce channels.