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 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 some 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 culture for these liked-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, always strives to create an environment of diversity, inclusion and authenticity in everything we do.
“I’m excited to see how our new Jameson Select Reserve Asiye campaign will redefine the meaning of success by going against the whiskey norms and bringing collective progression alive in our communities. ASIYE!” says Fiona Curtin, Jameson Global Communication Director.
You can join the conversations across social media platforms:
@JamesonSA on Facebook, Twitter and Instagram
You can also view the campaign: https://youtu.be/kur4d5iMqZc
About Irish Distillers
Irish Distillers is Ireland’s leading supplier of spirits and wines, and producer of some of the world’s most well-known 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.
Irish Distillers was formed in 1966, when a merger took place between John Power & Son, John Jameson & Son and Cork Distilleries Company. In 1988 Irish Distillers joined Pernod Ricard, gaining access to unprecedented levels of investment and an extensive global distribution network. Since 2012, we have invested over €400 million to double our production and bottling capacity to meet global demand for our products.
We employ over 600 people across our operations in Cork and Dublin.
About Pernod Ricard
Pernod Ricard South Africa is part of the Pernod Ricard group, the No.2 worldwide producer of wines and spirits with consolidated sales of €8,824 million in FY21. Headquartered in France, we are a truly international group. Created in 1975 by the merger of Ricard and Pernod, the Group has developed through organic growth and acquisitions. We provide brands of origin such as Jameson Irish whiskey, Ballantine’s, Chivas Regal, The Glenlivet Scotch whiskies, Absolut vodka, Beefeater gin, Inverroche gin, Martell cognac, Red Heart rum and G.H. Mumm and Perrier-Jouët champagnes. Owning 16 of the Top 100 Spirits Brands, we hold one of the most prestigious and comprehensive brand portfolios in the industry. Our brands are distributed across 160+ markets and by our own salesforce in 73 markets. Our Group’s decentralised organisation empowers our 19,000 employees to be true, on-the-ground ambassadors of our vision of “Créateurs de Convivialité.”
In South Africa, Pernod Ricard has been building brands and creating conviviality for the past 27 years. After Nelson Mandela’s release and the subsequent birth of South Africa’s democracy, the lifting of international trade sanctions paved the way for renewed investment opportunities into the country and on the 8th of July 1994, Pernod Ricard South Africa was established. Over the past eleven years we also established affiliates in Namibia, Kenya, Nigeria, Ghana, Angola and Mozambique. The relocation of our head offices from Cape Town to Johannesburg united Pernod Ricard South Africa with Pernod Ricard Sub-Saharan Africa to establish the Pernod Ricard Sub-Saharan Africa Management Entity. We employ just under 500 people across Africa, with around 300 employees based in South Africa.
At Pernod Ricard our intent is to ‘Bring Good Times from a Good Place’ – to create a more convivial world, a world without excess. We have always been committed to fighting the harmful abuse of alcohol and we acknowledge that it is our responsibility to play an active part in preventing it and to each individually act as responsible brand ambassadors. As passionate hosts we bring people together to connect, share and celebrate in the spirit of conviviality. As respectful guests we strive to protect the environments in which we live, to the benefits of our consumers, our business and our planet. As reaffirmed by the Group’s strategic plan, “Transform and Accelerate” deployed in 2018, Pernod Ricard’s strategy focuses on investing in long-term, profitable growth for all stakeholders. We remain true to our three founding values: entrepreneurial spirit, mutual trust, and a strong sense of ethics.