OUR STRATEGIC INTERNATIONAL BRANDS
Jameson
Meet The Jameson family - the world’s biggest family and the heart and soul of our new global brand platform, ‘Must be a Jameson’.
First launched in November 2023 in the US, ‘Must be a Jameson’ introduces the world to The Jameson family - a global family not connected by DNA but by the smooth spirit they share. These are people who make you think, “they must be a Jameson…and maybe I am too”.
TV commercials introduced the first members of the family, Jose and Julia, and were narrated by recent Oscar winner and Irish legend Cillian Murphy. These spots showcased the brand’s welcoming, smooth and light-hearted spirit. As the serious whiskey that doesn’t take itself too seriously, Jameson has that light-hearted attitude that makes the world a more welcoming place.
But ‘Must be a Jameson’ is far more than just a campaign - it’s a full 360 platform being amplified across all the brand’s touchpoints and channels, focused on three pillars: Meet the family; Connect the family; and Share the family.
The platform is destined to deliver greater reach, with the results of Kantar Link pretesting in the US and South Africa all hitting 90+% in terms of both short- and long-term measures. This means the TV spot is one of the top 10% best performing ads in all categories in the US - and indicates that it’s also the best Jameson campaign to air in the last 12 years.
‘Must be a Jameson’ is already live in the US, Canada, Ireland and South Africa, with launches planned in India and Korea before the end of 2024, and all other Jameson markets will launch ‘Must be a Jameson’ later in FY25.
No matter who you are or where you come from, if you share the Jameson spirit then you must be part of the family.
Jameson’s smooth, easy-to-enjoy taste and light-hearted nature are the ingredients to make the world a more welcoming place. And this is what we aim to do, starting by welcoming everyone into the world’s biggest family - The Jameson family.”