Whiskey brand Jameson launches responsible drinking campaign

Irish whiskey brand Jameson has launched a responsible drinking campaign as part of its commitment to tackling overconsumption and alcohol abuse. ‘Jameson. Easy Does It’ promotes responsible drinking by encouraging people to consume more mindfully and in moderation. measure, sip, or skip, No one should feel awkward doing so.

Developed in collaboration with creative agency TBWA Dublin, The campaign launches today in Ireland and will roll out to global markets across TV, digital and social later this year.

Co-written and starring comedian Aisling Bea, the campaign Number of typical social drinking scenarios in which consumers can find themselves when they choose to abstain or skip drinking.make clear As social pressures leading to overconsumption are recognized, Drinkers forget their sense of FOMO and embrace moderation, measure, or abstinence.

Speaking about her involvement, Bea said:I have always believed that comedy can help change cultural taboos and turn unpopular topics into ones we can talk about and make a difference. I was thrilled when Jameson asked me to write a responsible drinking ad. Not just because I grew to love working with the company and knowing they would get me into comedy, but because they, as a beverage company, have been a part of the evolution of how we drink. It’s also because we truly believe in what we want to be…and how we savor life, not just our products. The fun part of this challenge was making the word “responsible” less sinister and more about a simple mindset change. ”

Brendan Buckley, International Marketing Director, Irish Distillers added: Our goal is to speak to serious subjects in a friendly and authentic way that reflects the brand’s stance and resonates with drinkers of all kinds. Our message is very clear. We hope you will – you don’t have to drink to enjoy it. “

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