BRAND / JAMESON
PROJECT / THE PERFECT LOCAL
Go-to lagers that are the easy choice for millions of local-goers across the country; meet Jameson’s arch nemesis. Couple that with the perception that whiskey is just for the old boy in the corner (although he’s always welcome at the table) and it’s no surprise that Jameson is rarely the first choice.
Our brief was to shift perceptions and put Jameson (and JGLs) on the tips of tongues of a new generation - with a litle help from Ireland’s second best export, Aisling Bea.
THE IDEA
Get Aisling down to her own local to spend a day getting to grips with what makes a great pub.
The heart of the local
Eggy crisps. Craic with the locals. Butchered limes. And, of course, entertainment hosted by Aisling herself. It wasn’t quite the usual trip to Homeboy, but it was a visit that showed how Jameson pairs perfectly with a trip to the local.
We told the story of her time there in a hero long form film, alongside a whole host of short form assets that were made up of the most entertaining moments from the day.
Turning consumers into converts
While the initial phase of the campaign was designed to shift perceptions, the second phase was crafted to shift Jameson off the shelves.
Aligning Jameson, Ginger & Lime with three key occasions - pub drinks, games nights, and house parties - we made a series of social and OOH spots that put the product and serve at the heart of the action.
