Jameson's Selects Manifest UK for Creative Campaign Brief

Irish Distillers – Ireland’s leading supplier of spirits and wines, and producer of some of the world’s most well-known and successful Irish whiskeys – has handed Manifest a creative brief to boost awareness and emotional connection for Jameson Black Barrel.

Jameson Black Barrel joined the Jameson Family in 2010 and is a tribute to the Cooper’s original method of charring barrels, featuring charred and double charred bourbon barrels that deliver rich spiciness and vanilla sweet smooth taste.

The agency will initially deliver a UK unified creative campaign, incorporating experiential, earned media and digital content activity this summer, landing the spirit’s ‘touched by fire’ credentials and geared around the audience’s dual passion points of food and music. 

“Jameson Black Barrel is a unique and highly awarded product. It is time to build education and connection with the brand with our Jameson fans in the UK.” says Biola Wyrwas, senior global brand manager at Irish Distillers. "Over the lockdown period we saw our audience trading up to Jameson Black Barrel and now, post-covid, we want to sustain that growth – the plan from Manifest gave a clear path to achieve that. Their response was strategic and full of cultural know-how, exactly the combination we were looking for.”​

Taking a brief break from sipping his Jameson Black Barrel old fashioned Tom Winterton, director at Manifest UK says, “This was actually our second pitch to Jameson in 2022. We missed out on the first brief but, having seen what a collaborative, positive team we’d be working with – it made us even more determined to bag the win for this Black Barrel opportunity. The work is stuffed with creative opportunity and gives us a chance to show how a response embedded in culture can drive tangible business results for the Black Barrel brand. Delivering on this is going to be so much fun for the team – whisky, food, music, it’s got all the ingredients to make for a great project.”

Manifest recently launched its sixth office, with Julian Obubo overseeing operations in Los Angeles. Other Manifest clients include Gousto, Logitech, Tommee Tippee, Dettol, Popeyes and Chivas Brothers.