The mathematics of modern brand campaigns have grown increasingly ambitious: take one global spirits label, add a Latin music star, multiply by a streetwear designer, and divide the whole thing across Major League Soccer partnerships in four cities. If the equation seems complicated, that may be precisely the point.
Jameson Irish Whiskey is introducing what it calls a new "sports platform" — a phrase that would have puzzled distillers in Dublin a century ago — built around the theme "It's What You Bring." The campaign, created by Ogilvy, features J Balvin, the Colombian reggaeton artist, and Colm Dillane, the designer behind the KidSuper label, in a film where strangers on an urban sidewalk gradually coalesce around a soccer ball and, eventually, a toast.
"Whether that's a tailgate or watch party, neighborhood pub, or wherever else the game unfolds, we aim to celebrate the moments of connection that live beyond the pitch," said Kristen Colonna, vice president of marketing for Jameson, in terms that suggest the brand has been studying its focus groups carefully.
The effort includes limited-edition bottles bearing the logos of four M.L.S. clubs — the Chicago Fire, the LA Galaxy, New York City FC and Orlando City FC — along with a nine-piece capsule collection from KidSuper that encompasses track suits, jerseys, hoodies and hats. (For those keeping score, that is whiskey, soccer, fashion and music, all in one campaign. The synergy consultants must be exhausted.)
Ms. Colonna noted that Mr. Balvin and Mr. Dillane were natural partners because both are genuine soccer enthusiasts who co-manage Super Niños FC, a team in something called the Baller League, an indoor competition. The connection, she suggested, is authentic rather than manufactured.
The campaign will appear across television, digital video, social media, audio, out-of-home advertising and what the company described as "creator marketing." Jameson will also host watch parties and in-stadium activations with its club partners.
Soccer, as the world has occasionally noticed, is rather popular. Jameson appears to have noticed too.
Original story published in adweek.com: "Jameson Teams Up With J Balvin and KidSuper for Soccer's Big Year"