Missouri have been working with Jameson since 2014 as their global below the line agency of record. Our work spans the on-trade, the off-trade and travel retail and comprises of global communications toolkits for local market adaptation - from new product launches to unique Jameson serves, our work provides the strategic framework and the creative rigour required to drive consumer engagement and a sales up-lift of 11% year on year.
When Jameson asked us to help launch a new product line, we created a campaign designed to celebrate the craft, heritage and provenance of the range.
Tapping into the premium craft trend, we encouraged whiskey-lovers to buy better: in choosing quality over quantity, the campaign became an invitation to trade up and spend more on individual purchases.
The “Makers Series” has swiftly become a firm favourite among fans of premium craft whiskey, and established Jameson as an up-to-date brand that combines tradition with modernity.
After a packaging re-design of Jameson Crested and Jameson Black Barrel we re-launched these two old favourites under the Heritage Series banner.
The objective was for Jameson shoppers to explore the broader premium Jameson expressions and discover the unique processes and provenance of these distinctive premium variants.
Black Barrel is a double charred whiskey full of rich and intense flavours; we brought this to life utilising black burnt oak and copper and the headline ‘Touched by Fire’.
Jameson Crested celebrates the first drops bottled in the legendary Bow Street Distillery in Dublin. With a delicate finish and sherry notes, the Crested communication focuses on the original architectural drawings of the distillery itself; whether foil blocked in gold or acid etched into light oak, the Heritage series shows that not every history lesson is boring!
This innovative expression defies all the conventions of the whiskey category and deconstructs the constituent characteristics of Jameson original and reassembles them in three individual expressions.
Launched exclusively in travel retail, we asked our shopper to explore the range not through age or process, like many in the category, but rather let their own taste preferences be their guide in self-discovery.
Each variant has its own energy, colour and unique flavour profile but when visually merchandised together completes the story of this remarkable range.
Round, Bold and Lively – a whiskey that truly lives up to its name.