Following an extremely strong and focused strategy over the last three years, Jameson had made major strides in successfully changing perceptions of the brand from an old man’s drink to permissible mixed drink in the shape of Jameson Ginger and Lime.
This meant a major shift in our content strategy for social and digital. Where previously our focus was on modernising the perception of Jameson focusing on taste and the perfect serve, we now felt that we were in a credible position where we could begin commenting on social occasions and the everyday lives of our target demographic. The connotations of whiskey as a drink that is only enjoyed by old men by the fire was gone. Whiskey was cool again.