Jameson breaks success stereotypes in the new Select Reserve campaign

The Asiye campaign is a story of collective progress, grounded in the idea that success isn’t an individual pursuit but rather a collective effort. Shifting the narrative from the conventional ‘me’ to an authentic and uplifting ‘we’.

Jameson Launches

Jameson breaks success stereotypes in the new Select Reserve campaign

Jameson, the world’s largest selling Irish whiskey, launches a new truly South African campaign for its premium whiskey – Jameson Select Reserve.

In a category where success has always been portrayed through a one-dimensional story of a single hero, with a perfect journey towards achieving their goals – Jameson Select Reserve uncovers the unpopular yet true realities of success, especially in the South African context.

The Asiye campaign is a story of collective progress, grounded in the idea that success isn’t an individual pursuit but rather a collective effort. Shifting the narrative from the conventional ‘me’ to an authentic and uplifting ‘we’.

‘Asiye’ is a colloquial South African term from isiZulu, meaning ‘Let’s go together, let’s do it together’. a simple yet powerful action-orientated expression that inspires progress but stays faithful to the Jameson belief of inclusivity and collectiveness.

The campaign features a meticulously selected collective of some of South Africa’s notable personalities namely: Actor and Entrepreneur – Thapelo Mokoena, Celebrity Chef – Nti Ramaboa, Queer Rights Activist and Feather Awards Co-Founder – Thami Dish and Drip Wear Founder and Entrepreneur – Lekau Sehoana and Comedian and Radio Personality – Thapelo “Tips” Seemise our main storyteller.

Through this campaign, Jameson Select Reserve is creating the space in culture for these liked-minded individuals and collectives with shared passions to come together, to share conversations that spark moments of alchemy and inspire each other to continue to build and grow as a community, ultimately widening the circle and pushing boundaries together.

Like minded consumers and enthusiasts are invited to join in on the Asiye conversations and celebrations across its platforms to stand a chance to win exclusive engagements with the key Asiye personalities.

You can join the conversations across social media platforms: @JamesonSA on Facebook, Twitter and Instagram