Jameson Irish Whiskey

Overview

Night After Night served as Jameson’s lead strategic and creative agency for all marketing programming in the U.S., growing from 1MM to nearly 4MM cases.

So how’d we do it? We’d rather tell you over a whiskey, but since you’re here…

Jameson can trace its success back to the support of some of the best local bars around the country, and we knew our growth strategy had to give back to the community that championed the brand from the start. Focusing on the shared values between Jameson and their consumer: the value of community, the power of local, and the importance of challenging the growing social isolation rampant amongst millennials - we built a platform that could support all of Jameson’s marketing efforts: #LoveThyNeighborhood. This platform enabled Jameson to reach both their casual fans as well as diehards (e.g. those passionate drinkers with “Sine Metu” tattooed across their knuckles), through programs that engaged local communities around the country and included craft brewery partnerships, music festivals, bartender advocacy initiatives, and a killer social content machine, to name just a few.

But that’s just the beginning of the story; let’s go a little deeper…

Greatest Hits

Quadrupled sales (from 1MM to 4MM cases) as Jameson’s lead US strategic and creative agency

Wrote the brand strategy for #LoveThyNeighborhood, a cornerstone of the brand’s engagement platform

Made Jameson Caskmates Marketwatch’s #1 new spirit

Revolutionized the brand’s approach to advocacy engagement, moving Jameson from the #3 to #1 choice of bartenders.

St. Patrick’s Day

The high point of the COVID-19 pandemic hit the U.S. at precisely the same time as St. Patrick’s Day, Jameson’s most important annual activation moment. As our offices closed, and productions came to a halt, we pivoted a finalized campaign to reflect the sensitivity of the time in a way that was still authentic and own-able to the brand. Leveraging production resources remotely and focusing on the inevitable hardship coming to the brand’s core advocate - the neighborhood bartenders - we created a comms plan and executed the accompanying content in just 72 hours. The results generated over 1 BILLION media impressions and provided direct support to one of the hardest-hit communities.

Jameson Summer

Even though Summer looked a lot different in 2020, we wanted to keep Jameson’s passionate fanbase engaged and properly educated on how to recreate their favorite cocktails at home. Through a robust organic calendar including ‘Summer Camp’ activities that resulted in a 14.35% engagement rate (+5.98% vs YA), we supported our client’s rapidly evolving content needs to continue to meet consumers where they were across various e-comm channels.