Page 4 - Jameson Activation Report - INTR

INTRODUCTION

Jameson Irish Whiskey through its ongoing Brand Communication that leverages on “Human Connections With Purpose”
held a Jameson party dubbed ‘Jameson Take Over Experience’ for its Tanzanian audience on Saturday, 25th September
2021 at the Pitstop Bar & Grill (Dar es Salaam). The event stems from the brand’s strong belief in the idea of a world where
there are no strangers, only new friends you haven’t meant yet with a call to enjoy smooth-tasting whiskey in an inclusive
way.

Conceptualized and implemented by The Scope Solutions Limited under supportive supervision from Pernord Ricard, the
‘Jameson Take Over Tanzania’ experience presented an opportunity to;

• Disrupt the On-trade and catch the consumers attention with ‘Bond & Connect’ experiential activities

• Drive brand loyalty with peculiar brand experiences that differ from competitor activities
• Drive brand trial with the signature serve JSL (Jameson, Sprite & Lime)
• Introduce L.A.D.S to the Jameson family by leveraging on Jameson Black Barrel

The ‘Jameson Take Over’ event immersed audiences in attendance into hands-on experiences for them and their mates to
enjoy through the set bond & connect spaces comprised of bar games and lifestyle experiences (i.e. Draft, Jenga and Bar-
ber). And because Jameson was the flagship brand for the event, there were great drinks, music and food.

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