Belita Andre’s poetry used to raise awareness about Covid-19
Throughout the course of South Africa’s multiple stages of lockdown, Jameson Irish Whiskey has continued to be proactive and vocal about promoting responsible drinking, whilst still uplifting the nation through numerous synergistic campaigns.
Jameson’s latest campaign, Mix Don’t Mingle, made a statement by putting a mask on their bottles which were featured on three key billboards around Johannesburg. They also collaborated with the poet Belita Andre while aiming to shine a light on South Africa’s hard hit restaurant industry by teaming up with Johannesburg-based restaurants that were impacted by Covid-19.
“Jameson has always been a forward-thinking brand, but during the various South African lockdowns we had to find a way to be more innovative than ever before, while still engaging with our loyal audience and supporting our partners,” says Beatrice Marfleet, Marketing Manager of Jameson and Irish Whiskey at Pernod Ricard SA.
In an effort to get you to wear a mask, drink responsibly, and support local business, Jameson created a video that features Thulani Danala, (Manager & Event Curator at The Great Dane), Nila Seger (Chief of Staff & Admin Manager at The Royale) and Louis Roux (owner of Pablo House), sharing their individual stories of survival and tenacity, interspersed with impactful lines from Andre’s poem written exclusively for this campaign.
South African born Andre is of Namibian and Nigerian descent, and her vast perspective on storytelling, history and art in literature saw her perform her poem Maker’s Valley for the Duchess of Sussex on her 2019 tour of SA.
Andre also teamed up with frequent Jameson collaborator and SAMA-winning rapper, Kwesta, to host a takeover show of ‘Nights with Zweli’ on 947 where the duo performed a mash-up of Kwesta’s rap and Andre’s poetry.
“While it’s Jameson’s top priority to ensure that we all stay safe, we’ve also gone out of our way to boost morale and support local business. The concept of community is more important now than ever and it’s only when we come together that we can really make a difference,” Marfleet explained.
In an effort to support responsible drinking at home, Jameson has created a number of cocktail recipes for you to enjoy from the comfort of your own home, proof that your local bartender isn’t the only one who knows how to create the perfect Jameson Mix. From the rich and creamy Iced Irish Coffee, to the tangy Smithfield Grocer, there’s a cocktail to suit every palate and every mood.
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