Jameson launches provenance-focused marketing campaign for new products

Irish Distillers-owned Jameson has launched a new advertising campaign which harnesses the consumer appeal of provenance to market its newest products.

Executive director John Kane of TBWA Dublin has created two short films reimagining true stories about Jameson and its workers produced in Ireland and directed by award winning Dutch filmmaker Matthijs van Heijningen.

The short films, which form part of a wider campaign Jameson is leading called Taste, That’s Why, will be shown across Jameson’s US social media channels and on TV later this year.

The first film, called Scully was to Blame, charts a story of redemption in late 19th century Dublin where a character absentmindedly makes a mistake during the third distillation in the production of Jameson’s Whiskey – wasting gallons of precious distillate.

The second takes place in the modern-day Middleton distillery, and charts the “true story” of how the distillery came to create its new product Jameson Caskmates  — a single malt whiskey finished in IPA casks.

Simon Fay, International Marketing Director at Irish Distillers, said: “In this campaign we wanted to put the unique taste of the Jameson Family centre-stage of the creative, as this is the reason behind our success – and why bartenders, whiskey lovers and premium spirits drinkers alike all over the world continue to discover Jameson.

“It was also important for us to inject the light-hearted, humorous attitude of Jameson into the campaign in a very direct and transparent way. We feel, along with our partners at TBWA Dublin, that we have achieved the perfect balance of this.

“Our ‘Taste, That’s Why’ campaign presents a fresh, engaging and emotive creative for Jameson that is set to build the profile and personality of the brand in the USA, the world’s largest Irish whiskey market, and beyond. We see further growth potential for Jameson all around the world and we are confident that ‘Taste, That’s Why’ will help us to continue the 28 years of growth that we have achieved with Jameson.”