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Jameson
As part of its well-established ‘Widen the Circle’ campaign, Jameson further reinforced its commitment to responsible drinking, by unveiling a new global TV advert early in 2023. Under the brand claim ‘Jameson. Easy Does It’, the ad promotes responsible drinking by encouraging people toward more mindful, and moderate consumption, and reinforces the message that whether you “measure, sip, or skip”, no one should feel awkward for doing so.
Irish comedian Aisling Bea co-wrote the script which brings to light the perceived societal pressures that can lead to overconsumption, inspiring people to forget about the FOMO (fear of missing out), and to embrace moderation, measurement or abstinence. The campaign’s comedic tone helps to shift cultural taboos and turn the topic into one people can talk about in order to effect change. It takes the word “responsible” and makes it about a simple change in mindset. After all, no one should feel awkward for choosing whether to drink or not.
Jameson is committed to promoting responsible drinking among consumers. Our aim is to resonate with every kind of drinker by talking about a serious subject in a relatable, and authentic way, reflecting the attitude of the brand. We hope our message is crystal clear - you don’t need to drink to enjoy yourself.”
Post campaign launch in Ireland, Jameson saw
+21%
growth in brand association with responsible drinking
82
million reach through earned media coverage