Irish Distillers: Taste, That's Why by TBWA Dublin

Jameson Irish Whiskey, which is produced by Irish Distillers in Midleton Distillery, has unveiled its latest advertising campaign, entitled ‘Taste, That’s Why’. The campaign launches across television, out of home, digital, display and social media in the USA from this month, ahead of a wider roll-out later this year.

Two television films that reimagine true stories about Jameson and its workers have been created by TBWA Dublin under the helm of John Kane, executive creative director, produced in Ireland and directed by Dutch filmmaker Matthijs van Heijningen.

The first film, ‘Scully was to Blame’, charts a story of redemption for a character in late 19th Century Dublin. ‘Coopers’ follows the tale of Dempsey and Flanagan, master and apprentice coopers, at the modern-day Midleton Distillery, County Cork. A documentary series, ‘The Story behind the Story’, has also been produced and provides never-before-seen glimpses into the real stories, people and places behind Jameson Irish Whiskey. Directed by Nick Rutter, these light-hearted films are available across Jameson social media channels:

The campaign has been adapted for out of home, with award-winning US photographers The Wade Brothers shooting a stills campaign in bars in Dublin and New York that brings to life ‘Taste, That’s Why’ through confident and engaging copy. The ‘Taste, That’s Why,’ campaign will be unveiled across the USA in March, ahead of its introduction to other key Irish whiskey markets throughout 2018.