Jameson Not-So-Serious

Experiential PR & Activation

Plot
Pernod Ricard had no idea how to market Jameson in Malaysia. And therefore, how to invest in its growth locally. In the rest of the world, Jameson Irish Whiskey is a bit of a cult thing with its early humourous advertising campaigns selling the ‘easygoing approach to life‘ and its cult film screenings. In Malaysia, only the lads in the entertainment industry would know. But these lads were also key opinion leaders with considerable fanbase and social media following. The strategy? Get key influencers to engage and brand-trial their fanbase—in their own playful ways. In short, a serious but not-so-serious activation.


Performance
Total Reach of 44,925.

PR Value of RM410,118. 15 times the overall event budget.