Refreshing Jameson serves for down-to-earth socials
Jameson Irish Whiskey briefed Purity to drive awareness of the brand to key target demographic consumers known as “laid back appreciators and down to earth socials” through a nationwide brand experience sampling campaign.
Phase 1 of the activation was implemented during July to October 2018 integrating with an ATL and online campaign over the same period in London, Manchester and Liverpool. Serves were delivered either as pre-mixed 250ml cans of Jameson, Ginger Ale and Lime or from the vintage branded Jameson airstream, showcasing a more premium poured serve.
Phase 2 was focused around the key period in Jameson’s calendar, St Patricks Day 2019. This time the target cities were London, Manchester and Birmingham and it was RTD (ready-to-drink) can sampling. The sampling sat alongside the wider Jameson St Patrick’s day marketing strategy across other channels.
The Jameson team delivered in excess of 60,000 samples over 14 live sampling days throughout the four-month activation period in Phase 1 and 76,500 samples across 14 live sampling days for phase 2.
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