“Sine Metu”. Jameson has been producing their carefully triple distilled whiskey
“Without Fear” for over 200 years. During this time, Jameson has found shelf space
across all bars around the world through two world wars and even American prohibition.
Yet in France, there is a desire to relaunch “Without Fear”
campaign for
a new generation of whiskey drinkers.
Jameson, a proud and established whiskey brand that has served millions “Without Fear” for more than 200 years has been losing strength among millennials in France; a country that drinks the most whiskey per capita (2.15 liters, per person). Moving towards craft spirits that are locally distilled, French millennials seem to not be affected by Jameson’s messaging anymore. Despite using their land in the south of France to grow maize for Jameson whiskey, they weren’t as invested in us as we were with them.
Reconnect with French millennials in order to reinvigorate
Jameson’s “Without Fear” motto that is known throughout the world.
Making it a brand that they can stand with as they
live their lives
“Without Fear” as well.
Millennials aren’t afraid to challenge the status quo.
Their desire for a world that is more inclusive is evident in
demonstrations of mass protests and strikes, especially in France.
“Corporate social responsibility is very important to me. It’s not enough to just provide me with a great product, you have to do more as a company.”
“I get involved because I know it’s necessary.
I know that even one person
can make a difference.”
“Being able to help out the causes
that have shaped the
community around
makes me feeling like I’m expanding
the love for the cause”
A majority of millennial respondents further explained that they gravitated
towards causes that spoke to their sense of community and personal duty.
When asked which social cause is most important to you, 48% expressed their
concern for climate change. This global concern is a heavy burden that weighs on their minds.
An issue that has serious ramifications that will not only impact them but the generation after them
is forcing this young demographic to change their attitudes and daily routines.
"Establish Jameson as a ‘purpose-driven’ brand in France
amongst millennials.”
In December of 2015, world leader’s gathered in Paris and reached
a landmark agreement to combat climate change and accelerate actions
needed for a sustainable low carbon future. Two years later, the decision
made by the U.S. to withdraw from the Paris Climate agreement created a surge
of sociopolitical uncertainty throughout the world. Mass protests spilled into
the Paris streets, thousands of young protesters voicing their frustrations.
Unite behind the specific social cause that French millennials are most concerned with,
climate change to offer the vision of hope, to continue to live “without fear”. Push forward
for progress and Jameson will be there with you every step of the way. Make Jameson whiskey
synonymous with fearless activism and helped French millennials see themselves
as the fierce forces of change that they are.
"A Rallying Cry to A Generation Demanding Change
'Live Without Fear' For a Better Tomorrow"
—Paris Climate Agreement
The cultural controversy of the US pulling out of the Paris Climate Agreement
is an opportunity to establish ourselves as a brand that not only stands for
change, but demands it. The resulting campaign, “Live Without Fear”, will
capture our shared interests with French millennials that despite this setback,
we embrace the challenge and celebrate the fearless spirit to fight for change,
and the fearless spirit of Jameson.
We turned to media to maximize our impact. A day after the US
decision to pull out of the Paris Climate Agreement, we debuted our
“Live Without Fear” film. The film highlights France’s consistent fearless
spirit by showing young French protesters fighting in the French Revolution
celebrating their victory with a bottle of Jameson. Later fast-forwarding to the
modern days of the French millennials coming back from the climate change protests
and unwinding with a bottle of Jameson bottle as well. Jameson, from France’s
early revolutionary days to its current fight for sensible climate change reforms,
has always been in support for French progress.
Use OOH placements across key French markets to display our message
Take to social media and use our slogan #Livewithoutfear as we live stream
on Snapchat and Facebook live in anticipation of protests
Climate change affects us all, especially our whiskey.
With Jameson growing it’s maize in the south of France, showcasing
our commitment to ecofriendly production of our whiskey on our website
via live cam can give millennials confidence in our honesty and candid
aspiration towards a low carbon future.
