Jameson Whiskey
Jameson pops with an orange-inspired search takeover
A unique keyword strategy helped recruit new consumers to the Whiskey category and Jameson brand
A short drink with a long history tells a story of innovation. And like most great tales, it has quite the zesty twist.
Jameson Irish Whiskey has always caused quite a stir. Founder John Jameson experimented with a new blend of barley—making it nearly impossible for other brands to even compete. Today, Jameson wants to continue making history with Jameson Orange. This lively flavor is intended to attract new fans to the brand, and whiskey overall.
They wanted to bring attention to the new flavor with a creative campaign that introduces the drink in unexpected ways. So, inspired by the color orange itself, Jameson crafted a strategy dedicated to ‘orange’ lovers all across Pinterest. This unorthodox approach helped them find unique placements for their ads—and also helped Jameson reach new categories of people, beyond those already searching for whiskey drinks.
+2.8
point lift in brand awareness1
+1.8
point lift in purchase intent was observed at the top line1
An orange takeover
Fueled by Pinterest insights, the color takeover identified top 'orange' searches as part of the campaign targeting strategy—influencing where Jameson Orange shows up on the platform. When people on Pinterest searched for topics like “Orange Chicken recipes” or “Orange Nail Inspiration,” they saw Jameson ads pop up along with their search results. Bold, bright visuals stood out in their feeds, and encouraged people to purchase the product or swipe for a recipe.
Since people use Pinterest to discover new ideas and turn them into action, the team wanted to build ads around both the “what,” and the “how.” Partnering with their creative agency Hogarth and media agency Wavemaker, Jameson found a balanced approach. In addition to product-forward displays, they spiced it up with more actionable ad content. Cue the cocktail recipes and FOMO-inducing lifestyle visuals, please!
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“We wanted Jameson Orange to be a warm welcome to new whiskey customers. Since people on Pinterest are actively seeking new products, Pinterest’s search data is invaluable. Brands can reach consumers and align messaging with what they’re seeking.”
Jenny Hermanson,
Senior Director, Media Strategy, Pernod Ricard
A round of applause
Jameson ran their ads against multiple objectives, and saw lifts across a range of key metrics. The campaign improved KPIs like brand awareness, purchase intent and ad recall.1 Altogether, Jameson Orange intrigued whiskey-curious consumers into action. Cheers to that!
Tips for your next campaign
Try these Pinterest best practices to get more out of your ads.
You’ve grabbed their interest. Now, meet your consumers everywhere. Pinterest helps you run ads at every stage of the buying journey to help maximize results across the funnel.
Bake in some extra time. Engaging your Pinterest expert and agency partners earlier can help your campaign shine brighter than ever. Looking for a rep? Contact our team.