Jameson Orange
Product Launch
The zesty side of Jameson.
Launch Strategy | Creative Development | Social Media Assets
The Challenge
Recruit new consumers to Jameson and broaden the occasions. Have a positive impact on the Jameson masterband.
The Work
A 360 launch activation period throughout October and November 2021, covering BVOD, OOH, Digital, Social and Influencer, PR and Experiential.
The Role I Played
I led development of the comms plan and hero launch assets (launch film and key visual) for the local market media campaign as well as help develop the supporting social assets and content strategy.
The Impact
Campaign creative reached 3,544,396 people on social and generated just under 4 million impressions across BVOD
Strong creative performance scores on consumer appeal, relevance, credibility, brand and messaging recall (Metrix Lab Campaign Evaluation)
Above benchmark scores on interest and purchase intent (Metrix Lab Campaign Evaluation)
Significant brand re-appraisal with increase consideration for Jameson Masterbrand (Metrix Lab Campaign Evaluation)
