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James CFC

Jameson Cult Film Club

As Brand Manager for Jameson in Ireland I work closely with the team to drive the performance of Jameson and Jameson Reserves in the Irish marketplace.
2013 saw the first year of our revised strategic direction where we positioned Jameson as a mixed drink for our LADS in more high energy occasions and here we also started our journey of changing brand perceptions. As we officially step into 2014 there is great excitement building behind Jameson in this market and we are seeing great momentum behind the brand especially in the on-trade.
My key areas of responsibility include Jameson Cult Film Club, On-trade, Experiential Activation, Jameson Reserves and Digital. To give you a flavour of my role I will take you through one of the key projects that I am currently working on.
On the 18th June, the Jameson Cult Film Club (JCFC) was back on home turf for a screening of the gritty Irish crime flick INTERMISSION. In the run up to the event I worked with our local agency Boys and Girls. The route we took was a very graphic, simple concept taking the most iconic moments from the film and incorporating the JCFC message.
JCFC holds a special place in movie fans hearts. We go to extraordinary lengths to bring the audience an unforgettable experience and the initial campaign sets the tone for the night. In this case because ‘Intermission’ is the most quoted and loved Irish comedy of the last ten years, we could really have some fun. We wanted to raise interest about the night, not just the movie, and our concepts reward the audience for using a little bit of thought. JCFC in Ireland is going from strength to strength.

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