SPONSORED | Jameson welcomes april fools day with a stunt that leaves tongues wagging

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Media personality Ayanda Thabethe. Image: Supplied
Media personality Ayanda Thabethe. Image: Supplied

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Earlier in March, Jameson announced the reveal of their new skincare range – Beatha – which had consumers across social media debating the brand’s new move into beauty as a strongly whiskey category affiliated brand.

Jameson has today welcomed April Fool’s Day by revealing that the Beatha product launch was a segue into the brand’s Comedy Month, which is a series entitled Humour Me that will launch across digital platforms and Mzansi Magic from April 17 to 24.  

The series is hosted by Ebenhaezer Dibakwane and features some of Mzansi’s finest comedic talent, including Robby Collins, Schalk Bezuidenhout, Lebohang Tlokana, Athi Mgoqo, Khanyisa Madubula, Ayanda Thabethe and Rob van Vuuren.

The liquor industry was, of course, hard hit, but through it we as a brand, have learned a lot about consumer behaviour and the importance of being able to pivot in a time of uncertainty.

“We are super thrilled to be able to finally announce the reveal of our new campaign. The launch of our stunt really had our consumers engaging and debating with us which is exactly what we had hoped for in the lead up to welcoming Comedy Month through what we believe will provide respite to consumers during a time of so much doom and gloom,” says Beatrice Marfleet, Marketing Manager of Jameson Irish Whiskey.


She adds that brands in all sectors of the economy have come through Covid-19 with varying degrees of success.

“The liquor industry was, of course, hard hit, but through it we as a brand, have learned a lot about consumer behaviour and the importance of being able to pivot in a time of uncertainty.

“Consumers are demanding of brands to be a lot more authentic in their communications and deliverables which we believe has been something we have listened to and started to integrate in our marketing efforts across the board.

Of course, we are well aware that there may well be a few more speed bumps ahead, but we will continue to walk this road in an innovative and authentic manner and stay true to our consumers,” concludes Marfleet.


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