In a move towards dialling up the emotional connection with its consumers, Jameson Irish Whiskey launched its “Widen the Circle” brand campaign in South Africa, on 7 November 2022.
The global campaign, which 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, embodies the same spirit and energy synonymous with South African culture. It builds on this message, using multi-media channels and elements of the marketing mix to enhance brand significance in the hearts and minds of its consumers.
On 07 November 2022, the brand launched a TV commercial featuring Irish actor, writer and comedian Aisling Bea, best known as the creator and star of the BAFTA award-winning show “This Way Up” and Netflix’s “Living With Yourself.” Digital and outdoor advertising elements will be released with the commercial. Watch it here.
Marketing Activations Manager, Sheila Chisina, explained 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.”
She added that Jameson intends to make 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 the idea of inclusiveness, kinship and belonging,” concludes Chisina.
The campaign follows what the brand recognises as a challenging two years for many consumers worldwide. The barriers that were once obstacles become a window from which to look at the world and human relations through a reimagined lens.
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 that boasted the likes of Young Stana, Dlalda Mshnqisi, DJ Darque, DJ Le Sol and a few other upcoming DJs.
Consumers can anticipate seeing more rollouts from the campaign through key activations scheduled throughout the remainder of the year and into 2023, with a focus on starting the new year afresh. Some of the key events to look out for include but are not limited to: Jameson Distillery on Tour (JDoT) in Cape Town and Jameson Supper Club in Johannesburg, with a possible return of Jameson Connects in a reimagined way.
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