Jameson Irish Whiskey briefed Purity to drive awareness of the brand to key target demographic consumers aged 25 – 44-year-old males, known as “laid back appreciators and down to earth socials” through a brand experience campaign across London, Manchester and Liverpool.
Phase 1 of the activation was implemented during July to October integrating with an ATL and online campaign over the same period. Serves were to be delivered either with the pre-mixed 250ml cans of Jameson, Ginger Ale and Lime or from the vintage branded Jameson airstream to showcase a more premium poured serve.
The campaign started at East Village, Stratford, London during the 2018 World Cup. The Jameson team served chilled samples from distribution bins to the crowds in attendance watching the England journey in Russia. Other sites activated in London included Camden Lock and Regents Place, both equally effective locations in reaching the target audience.
Manchester proved to be an excellent city for the brand throughout the campaign. Media City in Salford and Cathedral Gardens in Manchester offered a complete package for the target demographic ensuring the brand messaging and sample distribution targets were exceeded across live days.
In Liverpool, a change in strategy saw the Jameson teams visiting offices across the city centre including a number of creative and digital agencies for office drops. Purity contacted offices in advance to secure access and distribution of the pre-mixed Jameson cans.
Simultaneously the vintage Jameson branded airstream attended Tough Mudder races in Manchester and Clapham in addition to the green on Boxpark Shoreditch and New Bailey in Manchester. The Jameson airstream allowed the team to prepare and serve Jameson and Ginger ale served over ice with a slice of lime showcasing the perfect serve. Audiences at these locations commented on how refreshing it was to receive a full sample serve to enjoy at the end of a race or after work.
Phase 1 will be rounded off with sampling at Waterloo station targeting fans attending the Autumn rugby internationals at Twickenham.
The Jameson team delivered in excess of 60,000 samples over 14 live sampling days throughout the four-month activation period.
Sampling continues into phase 2 of the campaign with activations returning around St Patrick’s day in March 2019.