What a difference a decade makes
Missouri Creative brand activation photoshoot for Jameson
We’ve been working as Jameson’s global BTL agency for 10 years. Building our relationship, refining our palete, redefining strategy, launching products, and increasing sales by 121%.

Blending modern with traditional

Shaking up the single malts, to encourage whiskey lovers to buy better, we went straight for the craft trend, as three Jameson factory makers (a distiller, a cooper, and a blender) created three unique bottles for Jameson.

Each whiskey paid homage to their craft, celebrating the effects of distillation, cask selection and blending on the final spirit. Naming each blend after a tool in the trade, we highlighted their maker stories, launching the bottles with bespoke tasting activations.
Jameson Whiskey Maker's Series bottle lineup.
Jameson Whiskey Maker's Series popup.
Jameson Whiskey Maker's Series brand activation.
Jameson Whiskey Maker's Series tasting experience.

When greatness collides

Like all the best conversations, the one between Jameson’s Head of Whiskey Science and the Head Brewer of a local craft beer brewery, started at the bar. Swapping whiskey casks for beer barrels, the caskmates series was born.

Introducing the new craft blends to a new audience, we established three unique insights: liquid versatility, collaborative process, and seasonality of craft IPA and Stout, launching with our ‘When Two Great Things Come Together’ campaign.
Jameson Caskmates poster.
Jameson Caskmates supporting brand merchandise.
Jameson Caskmates brand activation sandwich board.
Jameson Caskmates brand activation bar merchandise.

Whiskey, refreshed

Entering the ever-saturated summer market, we reimagined the signature serve from Jameson, positioning Ginger and Lime as the new summer soda. Shooting the serve in sun dappled outdoor occasions, we captured the essence of Jameson and the height of summer, for a reenergised and revitalised global campaign.
Jameson Ginger and Lime brand activation billboard.
Jameson Ginger and Lime brand activation pub advertisement.
Jameson Ginger and Lime brand activation poster.
Jameson Ginger and Lime brand activation tent cards.
Jameson Ginger and Lime brand activation popup.

Fired Up

Aged in double charred barrels, Black Barrel is Jameson’s premium SKU, crafted for Jameson consumers who were reaching for other brands at trade-up moments.

As lead global BTL agency, we’ve created multiple activations. The 2023 platform, Black Barrel Ignites, was inspired by the charring process. Activating in restaurants around the world, including ACME Fire Club in London, we invited consumers to share menus inspired by Black Barrel.

Black Barrel generated €287m NSV in 5 years since launch and is now the world’s 4th largest Irish whiskey brand.