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Three smiling friends walking arm-in-arm through a branded event corridor with "Feel the Blend" text.

Jameson - Select Reserve Events

Client: JamesonCategory: FMCGLocation: South Africa

Challenge

The series builds on the local “Asiye” campaign (we go together) - an adaptation of the international TVC, designed to resonate with South African audiences.

Jameson Select Reserve is positioned as a symbol of collective success, a perception firmly established by the Asiye campaign.
Our goal was to maximise awareness and visibility across all touchpoints on the night, ensuring that while the event was experienced by a select few, it reached many online, creating a strong sense of “FOMO” and anticipation for the next instalment in the series.

Attendees walking through a warm, orange-lit event hallway featuring cloud-like decorative installations.

Connection

Our stories of success are never just ours; they also belong to those who made the hard moments a little lighter, helped us to our place at the table, and made our journey a lot smoother.

To bring these stories to life we hosted three hyper premium, a little mysterious and highly engaging Select Sessions.

These Select Sessions brought together success, big and small, from industries far and wide, to connect those who are looking for the next twist and character in their story.

Jameson curated these moments to cheers with whiskey, being a little frisky (within the corporate allowance), and ultimately making the stories of success a little less misty.

A night all about bringing our guests together to share boardroom-level fist bumps, lightbulb high fives, and leave feeling like they have felt a moment of shared success.

Male musician wearing glasses playing a keyboard at a Jameson Select Sessions live music event.

Experience

The initial client brief led the strategic and creative teams through the concept phase, guided by the project managers on feasibility.

Production is managed closely with the project managers sourcing the best suppliers and facilitating briefings with the creative studio, samples for approvals and event set-up and management.

Three smiling friends walking arm-in-arm through a branded event corridor with "Feel the Blend" text.Live band performing on stage with a saxophone player in focus under warm orange concert lighting.

Buyability Impact

The first two events is in the series of three, which will continue to roll out in 2026. By blending global prestige with local soul, we achieved the following:

Amplified the Narrative
Brought the TVC to life through storytelling that spoke directly to the South African consumer’s journey and values.

Enhanced Brand Love
Built a deeper emotional and aspirational bond, establishing Jameson Select Reserve as the brand of choice for moments of connection.

Reinforced Product Distinctiveness
Cemented its position as a premium, craft-driven whiskey by highlighting the exceptional quality and artistry behind every bottle.

Results

  • 15 Local performing artists
  • 480 Guests hosted
  • 2+ Successful events executed
  • 1.1M UGC impressions

Impact

  • 1.25M Influencer impressions
  • 38% Engagement rate
Two DJs in sunglasses performing on Pioneer turntables in a studio setting with an ON AIR sign.Hand holding a dark plate with a gourmet salad topped with pomegranate seeds at a Select Sessions event.

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