Beloved by generations, Jameson has always stood for and celebrated the magic of “the neighborhood bar.” In 2020, the definition of “local bar” was fast evolving. In the short term, the Pandemic crisis relegated bar goers to their homes and in the long term, Millennials were changing the meaning of “local” -- beyond proximity. We partnered with Jameson to unearth consumer motivations and innate feelings, helping to define a new focus for the brand in 2020 and beyond.
Grown at 7,000 feet above sea level in the highest elevations of Jalisco, Mexico, the rich soil and wild temperature creates a characteristically crisp tequila. GoodQues identified consumer gaps in tequila knowledge and developed a messaging platform that inspired people to pay attention to Avion, with a sharp focus on retail strategy and the right communications -- Avion was positioned to grow.