Hédito Marcelino
New Jameson brand ambassador in Mozambique
A brand ambassador plays an important role in today’s global commercial landscape, as the role carries the responsibility of raising awareness of the existence of that brand’s product(s), putting them in the spotlight in the market and attracting consumers with a high potential for loyalty. The ambassador works with the marketing and sales teams to devise strategies, unique in the market, that give the brand visibility and increase the commercial potential of its products and services. The work consists of helping the company create content that encourages the public to engage with its brands and products.
One of the most important aspects is therefore the ability to connect the brand with the public. To that end, the strategy involves encouraging conversations and developing a whole series of in-person and social media activities (challenges, live streams, demonstrations of new ways to use the products, among others), and creating unique experiences, promoting customer satisfaction at every moment.
We will always have unforgettable content and moments, seeking to leverage our culture while always keeping an eye on the brand’s values
In the case of the Jameson brand, which is growing considerably in the Mozambican market, always focused on an entrepreneurial spirit of mutual trust and a strong sense of ethics, one of its bets is a greater presence in the digital world, as well as creating, innovating and giving the public greater access to local content. (Jameson is the brand of a blended Irish whiskey produced by Irish Distillers, a company founded in 1780, which is an affiliate of Pernod Ricard.)
As its new ambassador, Jameson recently appointed Hédito Marcelino, whose career has been as follows: a graduate in Public Administration from the Higher Institute of International Relations, he entered the hospitality field in 2013. He has taken several courses in cocktails, food and beverage, American bartending techniques, a gin master class, the Bar Stars Academy by Pernod Ricard, and Cocktail Academy with Paulo Ramos. He represented Mozambique in Lusaka at the Mix Masters Bar Stars competition, where he placed first. He has taken part in renowned events such as Jameson Connects, Sunrise, Blackout, Vivo and Absolut Chill Out, as well as other corporate and private ones.
“My vision for the future is to make the brand iconic, to bring unique experiences to every social occasion, to reach new consumers and to maximise sales. Because Jameson is a young brand, we will always have unforgettable content and moments, seeking to leverage our culture while always keeping an eye on the brand’s values. In principle, we will have Jameson Connects events again in March 2022, but everything depends on the pandemic situation we are living through today. We will bring new cocktail recipes that everyone can learn and make wherever they are. We need to put an end to the perception people have that you can’t make a cocktail with whiskey.”
