OK, MAYBE JUST WHISKEY AND ROCK’N’ROLL, but in the past six years together, we’ve helped Jameson triple their sales (from 1MM to 3MM cases), made Jameson Caskmates the Best New Spirit of 2016, and became the #1 shot call amongst bartenders.
BASED ON INSIGHTS GATHERED THROUGH INTERVIEWS IN CITIES ACROSS AMERICA, we knew Jameson had a reputation for being the whiskey call of choice in neighborhood bars across the country. We also knew that trying to build this brand with an advertising campaign would only sully that reputation. How could we reach our fans in a way that meant something to them? How could we support the community that supported us, and in the process, solidify Jameson’s position as everyone’s favorite whiskey? Our answer: #LoveThyNeighborhood.
INFLUENCERS CAN BE BOUGHT, TRUE ADVOCATES MUST BE PERSUADED.
To create a culture of neighborhood support, we built a nationwide network of ‘locals’ – people who love their neighborhood and have strong ties to those who inhabit it. These locals develop the brand in the on-premise and off-premise by building lasting relationships with their community – the bartenders, musicians, and craft brewers who provide us with some of our best nights out. Our “barstool-by-barstool” program now has 50+ full-time locals managing 4,000+ accounts nationwide sampling 500,000+ consumers, with over half of those occurring in key growth markets.
THE TOAST OF GREEN ROOMS EVERYWHERE.
When considering our approach to music, we wanted to provide something more meaningful than a typical sponsorship deal – something that would connect authentically with both fans and artists, and give us an opportunity to invest in music for the long haul. This led us to develop Jameson’s own music program by partnering with The Best Fests, a long-running event series highlighting storied artists like Bob Dylan, George Harrison, Brian Wilson, Tom Petty and The Rolling Stones. This unique and star-studded live music experience has reached thousands of people in neighborhoods across the country over the past four years and helped artists in need with 100% of ticket sales benefitting the Sweet Relief Foundation.
In 2018, we evolved Jameson Music for the #LoveThyNeighborhood campaign. A first-of-its-kind program, we're tapping ten artists from ten different neighborhoods around the U.S. for musical revue-style performances at the various Jameson Love Thy Neighborhood Block Parties, bringing the musicians together in communal homes to learn about one another’s neighborhoods.
INSPIRING CONTENT THAT BUILDS COMMUNITIES.
During our six-year partnership, we’ve developed the identity and voice of the brand by telling stories across platforms, and we’ve built communities, exponentially increasing the brand’s cultural visibility and social audiences. After six years of investment in their community, the world has responded with Jameson sales surging 20% YOY from FY’16; it’s no coincidence that Jameson’s social platform is its most important and successful communications channel.