Jameson Select Reserve Asiye campaign – Let’s go together, let’s do it together
Jameson, the world’s largest selling Irish whiskey owned by Pernod Ricard, the number one luxury spirits company globally, launches a new truly South African campaign for its premium whiskey – Jameson Select Reserve.
In a category where success has always been portrayed through a one-dimensional story of a single hero with a perfect journey towards achieving their goals, Jameson Select Reserve uncovers the unpopular yet true realities of success, especially in the South African context.
The Asiye campaign by Jameson Select Reserve is a story of collective progress, grounded in the idea that success isn’t an individual pursuit but rather a collective effort. It shifts the narrative from the conventional ‘me’ to an authentic and uplifting ‘we.’
‘Asiye’ is a colloquial South African term from isiZulu, meaning ‘Let’s go together, let’s do it together,’ a simple yet powerful action-orientated expression that inspires progress but stays faithful to the Jameson belief of inclusivity and collectiveness.
The campaign features a meticulously selected collective of South Africa’s notable personalities, namely actor and entrepreneur Thapelo Mokoena, celebrity chef Nti Ramaboa, queer rights activist, and Feather Awards co-founder Thami Dish and Drip Wear founder and entrepreneur – Lekau Sehoana. Comedian and Radio Personality, Thapelo “Tips” Seemise is the main storyteller.
The TVC campaign narrates the stories of how each of them has arrived at what is publicly celebrated as an individual achievement but has been positively impacted by many tumultuous experiences supported by many others who have formed part of their journey.
Through this campaign, Jameson Select Reserve is creating the space in the culture for these like-minded individuals and collectives with shared passions to come together, to share conversations that spark moments of alchemy and inspire each other to continue to build and grow as a community, ultimately widening the circle and pushing boundaries together.
The Asiye campaign, which launches nationwide on 04 October 2021, will roll out its digital and experiential activations for the remainder of the year. Like-minded consumers and enthusiasts are invited to join in on the Asiye conversations and celebrations across its platforms to stand a chance to win exclusive engagements with the key Asiye personalities.
“This latest campaign is yet another example of how Pernod Ricard, in association with Jameson, constantly strives to create an environment of diversity, inclusion, and authenticity in everything we do.
About Irish Distillers
Irish Distillers is Ireland’s leading supplier of spirits and wines and producer of some of the world’s most famous and successful Irish whiskeys. Led by Jameson, our brands are driving the global renaissance of Irish whiskey. Jameson is the world’s bestselling Irish whiskey, experiencing 30 years of consecutive growth up to 2019 and hitting sales of 8.6m cases in 2021. Our brands are exported to 130+ markets.
Credits
Brand: Pernod Ricard
Product: Jameson Select Reserve
Campaign: Asiye campaign
