Jameson Irish Whiskey: Jameson Connects

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Campaign details

Brand: Jameson Irish WhiskeyAgency: Brands we Love Agency

Overview

When BWL Agency was appointed in September 2016 by Pernod Ricard Nigeria, Jameson Irish Whiskey was still in the seed phase and was an unknown brand amongst consumers in Nigeria. Despite Africa being a major volume driver for Jameson globally, the brand is still its infancy in Nigeria when compared to the rest of Africa and its competitors – Jack Daniel's and Johnnie Walker Red. However, the downturn in the economy put greater pressure on existing value equations and by implication consumers were forced to widen...

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