Jameson says ‘easy does it’ in new campaign

Irish whiskey Jameson partnered with actor and comedian Aisling Bea to create its latest responsible drinking campaign.

Co-written by and starring Bea, the ‘Jameson. Easy Does It’ campaign encourages people to drink moderately, and stresses that nobody should feel awkward for choosing to drink more mindfully.

The campaign depicts several typical social drinking occasions, each highlighting the social pressures that lead to overconsumption.

Bea said: “It has always been my belief that comedy can help shift cultural taboos and can be used to turn an unpopular topic into one we can talk about and effect change.

“I truly believe that [Jameson], as a drinks company, want to be part of the evolution of how we drink and how we savour not just their product, but also life.

“The fun part of the challenge was to take the word ‘responsible’ and make it less ominous and more about simple mindset changes.”

Creative agency TBWA Dublin developed the campaign, which was directed by Tom Merilion and produced by Speers Film.

It will make its debut on 16 January in Ireland before being rolled out globally later this year on TV, digital and social media platforms.

Brendan Buckley, international marketing director at Irish Distillers, owner of Jameson, said: “Jameson is committed to promoting responsible drinking among consumers. Our aim is to resonate with every kind of drinker by talking about a serious subject in a relatable and authentic way, reflecting the attitude of the brand. We hope our message is crystal clear – you don’t need to drink to enjoy yourself.

“In the words of Aisling Bea: ‘Measure it, sip it or even skip it. Jameson, easy does it.’”

Last year, The Spirits Business travelled to the Midleton Distillery in Ireland to meet Bea and learn more about the Irish whiskey brand.

Click the video below to watch the Jameson. Easy Does It campaign.