Brand: Jameson Irish Whiskey
Agency: Brands we Love Agency
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 considerations and were open to switching - but only if brands could deliver upon their aspirational needs as they expect more for less. This was the perfect opportunity to differentiate Jameson from its competitors and gain market share by driving increased scale, frequency and consistency of activations that focus on premium execution and a bold approach.