Author: Pernod Ricard
Document Type: Presentation
File Size:
Publication Date: 25 February 2025
Key presentation
points:
- Bringing the Jameson Whiskey brand to life
- Proposed design concept, challenges overcome and final
execution
- Final performance and what’s next for Jameson
The presentation covered the story of Jameson so far with
its rich 245-year history, to being sold in 130 countries and being the number
1 Irish Whiskey in the UK.
Cepac were challenged to bring the Jameson brand to life
across wholesale in a fun and interactive way. This led to a solution that was
inspired by the iconic Jameson Bow Street Distillery, surrounding bars and
traditional architecture. The presentation features the initial concepts,
design ideation, 3D designs, challenges overcome and the final execution.
The solution had a
number of key features including:
-
A modular approach which meant the solution
worked in a number of different store formats depending on the floor space
available, whilst using the same key assets to ensure consistent look and feel
- A design that cleverly uses materials to solve
issues such as restrictive guidelines and heavy shelf weights whilst still
being impressive enough to interrupt customers on their shopper journe
- A mainly paper-based solution that is
structurally sound, reduces impact on the environment and is easy to install
due to being delivered fully assembled with guides on how to set up.
-
A look and feel that championed the brand during
a key seasonal period.
The final
activation increased Jameson sales for one customer by 192% YoY during the
period the pallet wrap was live and went on to win a Gold POPAI Award in 2024.
Presented by Nathalie
Hall, Customer Marketing Executive at Pernod Ricard and Chris Ford, Group Sales
& Marketing Director at Cepac at the POPAI Retail Marketing Conference in
London on 27th February 2025.
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