The brand says that the campaign 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.

The campaign is characterised by the same spirit and energy synonymous with South African culture, adds the brand.

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, Jameson says.

The TVC features Irish actor, writer and comedian Aisling Bea, who best known as a creator and star of BAFTA award-winning show This Way Up and Netflix’s Living With Yourself.

Marketing activations manager Sheila Chisina says 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," adds Chisina.

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," Chisina says.

The campaign follows what the brand recognises as a challenging past two years for many consumers all over the world. Creative execution is localised for the South African market by GridWorldWide and all experiential and digital amplification, as well as PR and influencer amplification, was conceptualised and implemented by RAPT Creative.

Jameson piloted the experiential campaign at Durban's Legacy Yard. It boasted the likes of:
  • Young Stana
  • Dlalda Mshnqisi
  • Dj Darque
  • Dj Le Sol, and
  • a few upcoming DJs.

The brand says that consumers can anticipate experiencing more rollouts from the campaign in the market through key activations scheduled throughout the remainder of the year and ushering into 2023.


For more information, visit www.raptcreative.com. You can also follow RAPT Creative on Facebook or on Instagram.