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