JAMESON
The Challenge
As Jameson evolved its global brand strategy to be more inclusive under the platform “Widen The Circle,” the task was to bring this message to life in a way that resonated with Nigerians during Independence Day 2023.
How do you transform a whiskey pack into a symbol of unity and shared moments across an entire nation?
The Approach and Execution
Leaning into Jameson’s belief in community, the campaign positioned the bottle pack as more than packaging, it became a cultural canvas. Each illustration was crafted to reflect both historical milestones and modern lifestyle moments, reinforcing Jameson’s role in moments of connection, celebration and good vibes.
From a print/production perspective, the bottles were specially designed so that when bought together, they reveal a larger narrative, a full, vibrant scene celebrating Nigerian unity. Packs were distributed and showcased in events and retail displays that highlighted the artwork and sparked conversations around shared identity and pride.
Impact
The Independence Pack was a hit, not just on shelves, but in hearts. It became a piece people wanted to show off, share on social and talk about. Sales saw a noticeable bump during the season and the buzz online proved that the message landed. We didn’t just put out a campaign, we created a moment people connected with.
And the recognition didn’t stop with the audience. The final approved artwork we created for this campaign went on to win a Grand Prix at the Pitchers Awards, a proud moment that reminded us just how powerful locally rooted storytelling can be.
Jameson2023
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