Ad Campaign to Reposition Jameson Irish Whiskey
Jameson was beginning to gain real traction in the highly competitive world of whiskey, a landscape long dominated by the prestige of Scotch and the exclusivity of single malts. Coming from Ireland, a place better known for its poets than its distilleries, Jameson had a humbler origin and a distinct opportunity: to turn its Irishness into an advantage, not through claims of luxury, but through storytelling authentic and irresistibly mysterious.
Jameson Brand Strategy
Why has Jameson suddenly become the talk of the bar, the drink everyone seems to be ordering, from downtown pubs to velvet-rope clubs? Could it be the bottle’s deep green hue that makes people look more interesting under dim light? The smoothness that convinces them they’ve developed better taste overnight? Or perhaps it’s simply that it comes from Ireland, where even the rain seems to have personality. The answers are delightfully unclear, and that’s the point. With a wink and a touch of absurdity, Jameson invites drinkers to join the conversation, to discover for themselves why this Irish whiskey has become the most mysteriously inevitable choice in the room.
