Sweeten the Jameson pill

Jame G & L1Jame G&L

  • Jameson 40% alcohol/ethanol is unpalatable,  Jameson advise adding sweeteners  to make it palatable
  • The target consumer, young inexperienced drinkers, to get them hooked up early
  • This mixture calls for ginger ale and slices of lime
  • The bottle on display has been deliberately blurred and sanitized to ensure any reference to alcohol is obliterated
  • Sine Metu – Without Fear. The Jameson family motto, is featured prominently, why is that?
  • The bottle of Jameson whiskey is displayed, to encourage the target consumer to buy by the bottle
  • The mandatory “enjoy Jameson sensibly” tagline is barely visible in the top corner
  • What does this mean? Can a person enjoy 40% alcohol/ethanol sensibly?
  • Drinkaware.ie. Will this tell the consumer how much a person can drink before they become insensible?
  • Alcohol/ethanol is a toxic, addictive, psychoactive drug, a threat to every part of the body. The consumer has the right to be informed about all aspects of alcohol/ethanol in the advertisement

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