Jameson Black Barrel Activation @ The Afro-Vibes

Challenge

Gain TOMA and position the brand as apirational

Task

Reinforce the Jameson Franchise into the more premium bond & connect occasions

Execution

The activations focused on Aspirational lifestyle (Black Like No Other), Premium bond & connect moments (Cocktails & food) and Disruptive entertainment (DJ with saxophonist etc.)

Visibility – Media wall, bar, DJ booth, premium décor elements
Activation – Promoters, bottle service ritual, cocktails, disruptive entertainment
GWP – Buy a bottle of Jameson Black Barrel & receive a complimentary platter (starter)

Result

Increased consumption of the brand with sales volume growing YoY ahead of set targets