In a move to dial up the emotional connection with its consumers; Jameson Irish whiskey recently launched Widen the Circle in South Africa.
Aligned with South Africa’s energy and spirit of ubuntu, the international campaign builds on Jameson’s long held belief that life is better shared – inviting people to reach out and invite others in for those moments of authentic human connection. It draws on this milieu, using multi-media channels and elements of the marketing mix to build salience in the hearts and minds of its consumers. The campaign launched with a TVC, featuring Irish actor, writer, and comedian Aisling Bea.
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 for us to be able to enjoy precious moments created, we cannot do it 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.”
Following a notably challenging past two years globally, Jameson Whiskey is shifting what was once perceived to be an obstacle into a window of opportunity through which to connect as Chisina states “the campaign does not only demonstrate the accessibility of our whiskey, but also the essence of who we are in terms of embracing the idea of inclusiveness, kinship and belonging.”
Jameson piloted the 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 DJ’s true to its efforts to Widen the Circle.
Jameson will be rolling out the rest of the campaign with key activations throughout the rest of the year and the start of 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 on Jameson Connects in a reimagined way.