Jameson, the world’s largest promoting Irish whiskey owned by Pernod Ricard, the primary luxurious spirits firm globally, launches a brand new really South African marketing campaign for its premium whiskey – Jameson Choose Reserve.
In a class the place success has all the time been portrayed by means of a one-dimensional story of a single hero with an ideal journey in direction of reaching their targets, Jameson Choose Reserve uncovers the unpopular but true realities of success, particularly within the South African context.
The Asiye marketing campaign is a narrative of collective progress, grounded in the concept success isn’t a person pursuit however reasonably a collective effort. It shifts the narrative from the standard ‘me’ to an genuine and uplifting ‘we’.
‘Asiye’ is a colloquial South African time period from isiZulu, which means ‘Let’s go collectively, let’s do it collectively’, a easy but highly effective action-orientated expression that evokes progress however stays devoted to the Jameson perception of inclusivity and collectiveness.
The marketing campaign encompasses a meticulously chosen collective of a few of South Africa’s notable personalities specifically actor and entrepreneur – Thapelo Mokoena, superstar chef – Nti Ramaboa, queer rights activist and Feather Awards co-founder – Thami Dish, and Drip Put on founder and entrepreneur – Lekau Sehoana. Comic and Radio Persona, Thapelo “Suggestions” Seemise, is the principle storyteller.
The TVC marketing campaign narrates the tales of how every of them has arrived at what’s publicly celebrated as a person achievement, however has been positively impacted by many tumultuous experiences supported by many others who’ve shaped a part of their journey.
By way of this marketing campaign, Jameson Choose Reserve is creating the area in tradition for these liked-minded people and collectives with shared passions to return collectively, to share conversations that spark moments of alchemy and encourage one another to proceed to construct and develop as a group, finally widening the circle and pushing boundaries collectively.