Jameson Below-The-Line Campaigns

Overview

Missouri have been working with Jameson since 2014 as their global below the line agency of record. Our work spans the on-trade, the off-trade and travel retail and comprises of global communications toolkits for local market adaptation - from new product launches to unique Jameson serves, our work provides the strategic framework and the creative rigour required to drive consumer engagement and a sales up-lift of 11% year on year.

Jameson Ginger + Lime

Jameson Ginger and Lime is the signature mixed serve from Jameson. It’s a refreshing alternative to your regular Jameson and a great way to introduce Irish whiskey to those that have never tried it before. This is especially true during the Summer months. Our task was to situate the serve in the perfect drinking occasions for Summer, and to show the drinks at their refreshing best. We chose the sun dappled outdoor occasions of summer festivals and beer gardens. these visuals sat alongside simple, straight talking headlines, and a fresh looking Jameson Ginger and Lime lock up.

The Makers Series

When Jameson asked us to help launch a new product line, we created a campaign designed to celebrate the craft, heritage and provenance of the range.

Tapping into the premium craft trend, we encouraged whiskey-lovers to buy better: in choosing quality over quantity, the campaign became an invitation to trade up and spend more on individual purchases.

The “Makers Series” has swiftly become a firm favourite among fans of premium craft whiskey, and established Jameson as an up-to-date brand that combines tradition with modernity.

The Heritage Series

After a packaging re-design of Jameson Crested and Jameson Black Barrel we re-launched these two old favourites under the Heritage Series banner.

The objective was for Jameson shoppers to explore the broader premium Jameson expressions and discover the unique processes and provenance of these distinctive premium variants. Black Barrel is a double charred whiskey full of rich and intense flavours; we brought this to life utilising black burnt oak and copper and the headline ‘Touched by Fire’.

Jameson Crested celebrates the first drops bottled in the legendary Bow Street Distillery in Dublin. With a delicate finish and sherry notes, the Crested communication focuses on the original architectural drawings of the distillery itself; whether foil blocked in gold or acid etched into light oak, the Heritage series shows that not every history lesson is boring!

The Deconstructed Series

This innovative expression defies all the conventions of the whiskey category and deconstructs the constituent characteristics of Jameson original and reassembles them in three individual expressions.

Launched exclusively in travel retail, we asked our shopper to explore the range not through age or process, like many in the category, but rather let their own taste preferences be their guide in self-discovery.

Each variant has its own energy, colour and unique flavour profile but when visually merchandised together completes the story of this remarkable range. Round, Bold and Lively – a whiskey that truly lives up to its name.