Jameson
“The smooth, accessible taste of Jameson is the bedrock of the brand’s ability to appeal to many and to bring people together. The launch of ‘Widen the Circle’ is a natural and timely extension of this ethos and came at a perfect time in 2022, as the world began to reopen and reconnect.”
Brendan Buckley, Global Marketing Director, Irish Distillers
10 M cases reached in FY22
The new 2022 global brand campaign builds on Jameson’s long-held belief that life is better shared, inspiring people to reach out and invite others in for moments of authentic human connection. Launched with a multimedia campaign in February 2022, “Widen the Circle” kicked off with a television ad featuring Irish actor, writer and comedian Aisling Bea, the creator and star of the BAFTA award-winning show This Way Up and star of Netflix’s Living with Yourself. The campaign invites people to look for the shared values that unite them, making the world feel like a smaller, friendlier place by encouraging individuals and communities to make new connections. It not only demonstrates the accessibility of the brand’s smooth tasting whiskey, but also Jameson’s traditional spirit of inclusiveness, kinship and belonging. Widen the Circle features scenes that are both authentic and relatable - all told with that unmistakable Jameson wit and tone of voice.