Branding - Jameson Whiskey

JAMESON WHISKY - THE GOOD TASTE TRAVELLER

The creation of the Jameson distillery dates back to 1870, when John Jameson, a Dublin entrepreneur, decided to launch his own whisky production based on malted and unmalted barley. Over the years, the Jameson brand has developed new ways of producing whiskey. A true family success story, the Jameson distillery and the eponymous brand were bought by Irish Distillers, an Irish subsidiary belonging to the Pernod-Ricard group.

The aim of this campaign is to distinguish the Jameson brand, continuing to make it a hype drink for cosmopolitan night owls, and to increase its brand territory so that Jameson whisky can be distributed throughout the world and present on the tables of the most "in" places on the planet.

The idea was to find, on three different continents, a city that would be "representative" in the broadest sense of the word, of the country in which it is located and of its festive spirit, which could give customers the opportunity to buy Jameson whisky thanks to their idea of the city. As the core target, as mentioned above, likes to party, unique places and discoveries, the aim of this campaign is to demonstrate the festive side of a city that is not known for being festive, thus making it a destination of choice, still preserved from the tourists who flock to the latest fashionable city and to find there, in addition to exceptional products, such as Jameson whisky.

Each city is associated with a word that will catch the customer's eye and ear, thanks to its constant search for novelty and exclusivity.

LIMA, THE ADVENTURE : Capital of Peru, Lima seduces travellers and adventurers, lovers of authenticity, a change of scenery and discovery, thanks to its particular typography, between land and sea, between history and renewal, but always authentic.

NAIROBI, THE AMBITIOUS: Like Lagos in Nigeria, Nairobi, the capital of Kenya, is developing at high speed and will soon become one of the other locomotive cities of Africa, not only in terms of economy but also in terms of tourism and festivities.

SAIGON, THE COSMOPOLITY: Better known as Ho-Chi-Min City, Saigon deserves to be rediscovered for all the ancient treasures it conceals, remnants of a not so distant colonial era; traditional and modern architecture naturally coexist, as do locals, expatriates and tourists, making it a cosmopolitan city conducive to festivities.