Jameson: Jameson Copy Ad

Credits & Description:

Media: Print
Category: Alcoholic Drinks
Advertised brand:  Jameson Irish Whiskey
Advert Title: Jameson Alliteration
Advertising Agency:  TBWA East Africa, Nairobi, Kenya 
Executive Creative Director:  Jimmy Geeraerts
Art Director:  Yash Deb
Copy Writer: Mark Kovalevsky
Additional Credits: Chris Madison
Published: May, 2013
Short Rationale:
There are very few long-copy print ads produced in Africa.  We decided on this approach for a number of reasons.  First, while consumers may be familiar with the packaging of the brand, the advertising so far hasn’t delivered very much in the way of brand character.  Secondly, it is fair to assume that the audience for the brand is reasonably up-market, and therefore capable of digesting the story and understanding the tongue-in-cheek nature of the copy.  In the copy we are also able to include a number of other brands in the Pernod-Ricard line-up.  We have had very positive feedback on the ad, and Pernod-Ricard has decided to roll it our to a much broader pan-African audience than was originally intended.