Love Thy Neighborhood

Meet me at the bar

Published On
Feb 24, 2020

Description

In the past eight years together, Night After Night has served as Jameson’s lead strategic and creative agency for all marketing programming here in the U.S. (content, social, music programs and partnerships, experiential, trade marketing, and more.). In that time, we’ve helped Jameson quadruple their sales, growing from 1MM to nearly 4MM cases.

Jameson can trace its success back to the support of some of the best local bars around the country, and we knew our growth strategy had to give back to the community that championed the brand from the start. Focusing on the shared values between Jameson and their consumer: the value of community, the power of local, and the importance of challenging the growing social isolation rampant amongst millennials - we built a platform that could support all of Jameson’s marketing efforts: #LoveThyNeighborhood. This platform enabled Jameson to reach both their casual fans as well as diehards (e.g. those passionate drinkers with “Sine Metu” tattooed across their knuckles), through programs that engaged local communities around the country.

#MeetMeAtTheBar

We often say Jameson “grew up in the bar”, because neighborhood bars are the place where Jameson really took off. But with up to six neighborhood bars a day closing across the country, and young people spending too much time on their phones and not enough time connecting in real life, we needed to remind the world just how important these beloved ‘third places’ are to our communities. Now in the second year of our partnership with Anderson .Paak (the Grammy-winner got his start playing local dives in his hometown), Jameson is giving everyone across the country the chance to ‘meet at the bar’ with a nationwide contest vying for a special .Paak performance centered around celebrating St. Patrick’s Day - the most important seasonal sales period for the brand - and the people, places, and tastes that make each neighborhood so unique. The consumer call to action of “Meet Me at the Bar” puts a brand-centric spin on a familiar phrase - one that is often uttered to kick off our best and most memorable nights.

 

Read more at https://www.wearenightafternight.com/jamesonirishwhiskey

Credits

Date
Feb 24, 2020
Agency :
Night After Night
CCO :
Casey McGrath

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