The agency has developed a range of creative treatments targeting 25- to 34-year-olds.
It begins with a series of tactical press inserts that will run in magazines including the September and November issues of X-ray, Xfm's monthly music title.
The press work will be supported by activity in bars and pubs across the UK with the distribution of sandpaper-effect beer mats and matchboxes to emphasise the smoothness of the drink.
The inserts also focus on the smooth taste of the drink by recreating the feel of sandpaper complete with a smooth packshot of a Jameson bottle in the centre of the rough paper. The endline, "triple distilled for extra smoothness", reinforces the distillation process that creates Jameson's smooth taste.
The campaign was art directed by Simon Wakeman and written by Simon Hipwell.
Media Planning Group handled media.