Jameson Irish Whiskey
The challenge
Jameson is by far the best-selling Irish whiskey in the world; in 2019 annual sales passed 8 million cases. It has been sold internationally since the early 19th century, and is available in over 130 countries.
As with all alcohol marketing projects we are aware of Jameson’ steadfast commitment to a range of codes governing the marketing of alcohol products that ensures that all activities are undertaken with the aim of promoting responsible consumption of products to an adult audience.
Our challenge was to develop a strategic Last 3 Feet toolkit to ensure that the Jameson family of products is present & visible when consumers are considering purchasing alcohol in the on and off trade.
There are a number of touch points in the consumer decision journey and our challenge was to leverage these to convince & convert through engaging & relevant POS.
We also faced challenges from a retail point of view with some global markets having strict alcohol display regulations in addition to there being limited space available to both showcase the brand whilst providing functional display solutions.
The work
We provided comprehensive toolkits, guidelines, specs and artworks for ‘always on’ global Last 3 Feet assets. We created a strategic 360 Last 3 Feet toolkit that helped Jameson take ownership of the on and off trade space and for the entire Jameson family to be recognised together, making the possibility to trade up even easier for the consumer.
Using our four stage process, we started with research and discovery and progressed through a structured journey of ideation, refinement and asset creation.
We delivered a 3 tiered modular solution, ranging from core pillar assets right through to high impact WOW instore theatre kits with innovative and practical solutions using the latest technology eg. LED, digital screens, 3D graphics and interactive engagement.
The impact
Despite the global pandemic, Jameson Irish Whiskey sold a record 8.6 million cases last year, cementing its position as one of the top five best-selling whiskey brands in the world.
Jameson enjoyed a 14% increase in sales in the 12 months leading up to June 2021, up from 7.5 million cases in the previous year selling four million cases in the United States alone, representing an incredible 19% rise in sales.
Whilst there are many factors for this success, most notably the hard work, commitment, and dedication from all the team at Irish Distillers, it is testament also to their strategy of prioritising the last three feet as a key focus for the business.
Pernod Ricard were one of the first global drink companies to restructure marketing to reconnect brand and marketing teams to win customers at the last three feet. They are now reaping the rewards of this major refocus by getting the brand as close as possible to the consumer decision making process and ultimately delivering strong growth.
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