Transforming a Legacy Spirit Into a 21st Century Digital Brand
Pernod Ricard, the then-new owner of Jameson, wanted to transform Jameson into a younger, social-first brand that was less about shots and more about lifestyle. My work with Jameson ran the gamut: I led the team in developing and producing print ads, marketing emails, websites, collaterals, social media content and cocktail recipes, and national broadcast spots for the brand’s always-on campaign, “Sine Metu,” celebrating Jameson’s longtime motto, which means “Without Fear” in Latin. The team also received a Digiday Award nod for Jameson's Movember Snapchat lens. This work also included managing and capturing content for Jameson programs including Drinking Buddies (see below), Bartenders Balls events to celebrate local drink-pourers, and the Jameson Music program, featuring ambassadors including Gary Clark Jr. and Neon Indian performing at live events.
Night After Night strategically and creatively led all Jameson through-the-line marketing, helping them drive case volume sales 200% over the last five years (from 1 million to nearly 3 million cases). The team also pitched work during meetings at the brand’s parent company, Pernod-Ricard, and worked with the accounts team on incoming client requests.
The team worked the entire brand trilogy, including Jameson Original, Jameson Black Barrel, and Jameson Caskmates (Jameson whiskey aged in craft beer barrels). For St. Patrick’s Day 2018, Pernod-Ricard wanted to focus on Caskmates. Team launched Drinking Buddies program to help introduce Caskmates to craft beer audiences. Teamed with local breweries to capture content of barrel swaps – Jameson would create whiskey aged in beer barrels; the brewers would age beer in whiskey barrels. Produced all social content for the brand in the U.S., including videos, GIFs, photos, and beyond. With in-house studio we met client requests in real time.