Jameson gives promising musicians a shot

Jameson, an Irish whiskey brand, launched a campaign in the US to increase brand loyalty and authenticity.

Campaign details

Advertiser: Pernod Ricard USA / Jameson Irish WhiskeyAgency: Ketchum

Situation analysis

Loyalty is a crucial ingredient in the world of distilled spirits, and Jameson Irish Whiskey has earned a lot of it on the way to an 80% market share. But each new generation likes to create loyalties of its own, and that's where the craft distillery movement has been growing. One look at the craft beer market confirms that brand giants aren't immune to savvy upstarts promoting the value of small and authentic.

Growing the brand means connecting with the next generation of whiskey...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands