In a move towards dialling up the emotional connection with its consumers; Jameson Irish whiskey launched, (7 November 2022), its global brand campaign entitled Widen the Circle in South Africa.
The campaign, which builds on Jameson’s long held belief that life is better shared by inviting people to reach out and invite others in for those moments of authentic human connection, is characterised by the same spirit and energy synonymous with South African culture.
It draws on this milieu, using multi-media channels and various elements of the marketing mix to build salience in the hearts and minds of its consumers, including a TVC supported by digital and out-of-home.
The TVC features Irish actor, writer and comedian Aisling Bea, best known as a creator and star of BAFTA award-winning show ‘This Way Up’ and Netflix’s ‘Living With Yourself’ on the 07 November 2022 supported by digital and OOH.
Marketing Activations Manager, Sheila Chisina, explains that as the world reopens, Jameson, the world’s favourite Irish whiskey, is inviting South Africans to ‘Widen the Circle’, and open themselves up to other kindred spirits.
“Jameson has always been of the belief that we cannot enjoy precious moments alone. And so, in our new and exciting brand campaign, we are determined to challenge South Africans to look for the shared values that unite them.”
She adds that in this, Jameson would be making the world feel like a smaller and friendlier place by encouraging individuals and communities to make new connections.
“The campaign will not only demonstrate the accessibility of our whiskey, but also the essence of who we are in terms of embracing idea of inclusiveness, kinship and belonging.”
With creative execution localised for the South African market by GridWorldWide and all experiential and digital amplification as well as PR and Influencer amplification conceptualised and implemented by RAPT Creative, the campaign follows what the brand recognises as a challenging past two years for many consumers all over the world.
Jameson piloted the experiential campaign recently at Durban’s Legacy Yard where consumers were treated to a feast of experiences adorned by glorious décor and entertainment which boasted the likes of Young Stana, Dlalda Mshnqisi, Dj Darque, Dj Le Sol and a few upcoming DJs true to its efforts to Widen the Circle.
Consumers can anticipate experiencing more rollouts from the campaign in market through key activations scheduled throughout the remainder of the year and ushering into 2023, seeing scores of consumers being provided with a platform to start afresh.
Some of the key events to look out for include but are not limited to: Jameson Distillery on Tour (JDoT) – Cape Town and Jameson Supper Club – Johannesburg with a possible return of Jameson Connects in a reimagined way.