In 2016, Jameson decided to bet on events with exclusive hosts and, together with the Hélmer Method agency, Fredingrado developed the concept: «Social Blending». Blending is the mixing process that takes whiskey and that is used, in this campaign, to introduce it in a context of social networks.

For this, a series of pieces were developed that contributed to the reinforcement of the «blending» concept through exceptional hosts, as well as a web page that allowed users to be informed.