Jameson is a whiskey with a smooth taste, unlike any other competitor. But the brand still had not found an authentic way of presenting itself to the public. So we used the product insight to develop the brand communication's personality, with a unique tone of voice, different from the entire category.
Starting from the insight that it takes a lot of attitude these days to live your life your way with smoothness, without always trying to be right or trying to imitate another person, we developed the concept "Being smooth is for the strong", which combines the product's smoothness with the courage it takes to show your smooth way of living. All of this inside a context where our competitors speak a lot louder (sometimes shouting) than us. In the ads, we approached the fear people have of bringing new and unexpected things to the traditional whiskey category, like using it to make drinks.