Brand Campaigns - Jameson's Whiskey Case Study

In our seminars today we were given a case study about Jamesons Whisky and how they wanted to reach a new target market of 25-35 years old men as it is known for having an older market as well as being known for mixing well with ginger beer which is outdated for this new market.
We were given the task to create a launch event that would appeal to this target market as well as selling Jamesons as a brand.

In my group we decided to have an event in each major city in the UK in an underground/trendy bar. The new target market already tend to attend these style of bars for a drink.
There would be free entry and each guest will receive 2 free tokens for a Jamesons with a choice of mixer. This gives people the opportunity to try it out with more than one mixer.
There will be people walking around with iPads castings people's votes of their favourite mixer choice and will be entered into a draw to win a bottle of whisky at the end of the night.

We presented this idea to the class and after feedback I would have also added maybe a special edition style bottle which would be more aesthetically appealing to 25-35 years olds by getting a contemporary artist involved. Also as the brand is Irish, maybe we could've also got the event to tie in with St Patricks day as it is a popular event which many already get involved in.

When I got back to my flat after the seminar I researched a bit to see if they had done any of these to reach this new market and noticed they had done a few special edition bottles.