Irish whiskey maker Jameson has partnered with social image sharing platform Pinterest to promote its new Jameson Orange Whiskey.
Key to the new campaign is a unique interactive element: for a limited time, when Pinterest users search the word "orange" on the site, Jameson's creative for its new Orange Whiskey will be prominently featured in the results. Of course, the goal here is to allow the brand's marketing to "breakthrough" in a natural way via Pinterest users' personalized feeds.
The benefits of Jameson's approach are twofold. First, the organic nature of the campaign will help the brand boost awareness of its new product in a non-invasive and inoffensive manner. Secondly, it will help the company reach younger consumers who may be new to drinking alcohol and, therefore, have yet to develop brand-specific preferences.
Non-Invasive Digital Alcohol Campaigns
Jameson Taps Pinterest to Promote Jameson Orange Whiskey
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