HomePress|News & Press Releases|Headlines|JAMESON INTRODUCES ITS NEW BRAND CAMPAIGN: "SINE METU"

Press

Pernod Ricard provides journalists with all information needed to fully understand the Group and its strategy, along with resources and news about the Group and its brands.

JAMESON INTRODUCES ITS NEW BRAND CAMPAIGN: "SINE METU"

12/11/2015

Jameson introduces its new brand campaign “Sine Metu”

Click on the following link to access the video: www.youtube.com/JamesonIrishWhiskey 

The Jameson family motto is ‘Sine Metu’, meaning ‘Without Fear’, and it represents the spirit that has been at the heart of the brand since its creation in 1780. It appears on every bottle and has inspired Jameson to continuously innovate, collaborate and create truly authentic experiences for its consumers.

“ Sine Metu: Fear a bit less and Live a bit more ”

To help this ethos become a truly global mind set, Jameson created a launch campaign that encourages people to “Fear a bit less and Live a bit more”. Each film, poster and digital asset captures people letting go of their social fears, highlighting the great things that happen when you let life and others in.

Jameson launched at a global level its new brand idea “Sine Metu”


The lead spot (60’’)
introduces ‘Sine Metu’ with the heritage story of the founder of the brand, John Jameson. He left his home to build a community of passionate workers and in the pursuit of a great whiskey John Jameson opened himself up to new people, places and experiences, achieving something remarkable in the process.

The ‘Sine Metu’ campaign has gone live in Canada, Italy, Denmark, Estonia, Slovakia and Bulgaria and further markets will launch in 2016.

Markets such as Canada seeded ‘Sine Metu’ ahead of the launch, using a creative collaboration with two Toronto based artists to express and interpret the soul of ‘Sine Metu’. A spoken word artist created and performed an original composition that captured the meaning and spirit of ‘Sine Metu’ while a street artist brought those words to life in a disruptive mural. This collaboration was then recorded and shared with fans and followers of Jameson Canada’s social media channels.

Click on the following link to access the video: https://www.youtube.com/watch?v=EI7XSNmPX-A

Tags related to the news: Jameson

PreviousNextReturn to the news