In the midst of Leap Year’s calendar anomaly, Jameson Irish Whiskey presents a fresh twist to St. Patrick’s Day celebrations with the launch of the Jameson St. Patrick’s Eve campaign. Officially debuting on February 20, 2024, across the United States, the campaign unfolds through various channels including OOH, digital platforms, social media, CTV, and more, leading up to the holiday festivities. Notably, on March 16, key activations are planned in top markets such as Las Vegas, Chicago, and Los Angeles, promising an unforgettable lead-up to the iconic holiday.
Campaign Overview:
With Leap Year disrupting the anticipated first proper Saturday St. Patrick’s Day in years, Jameson Irish Whiskey refuses to let a calendar glitch dampen the spirit of celebration. Thus, the brand introduces a new “holiday” on Saturday, March 16 – St. Patrick’s Eve. This innovative concept allows revelers to officially commence their St. Patrick’s Day celebrations on the best night of the week. To ensure a memorable countdown and exceptional hosting, Jameson has enlisted the comedic talents of SNL hosts Colin Jost and Michael Che. This collaboration marks the first-ever joint brand partnership for the dynamic duo, renowned for ensuring Saturday nights live up to the hype.
Consumer Call-to-Action:
Individuals aged 21 and above are invited to visit JamesonSPE.com for an opportunity to attend the Times Square Countdown party on March 16, hosted by Colin and Michael, with flights and accommodations covered by Jameson (terms and conditions apply). Fans worldwide can also tune in to watch the “rock drop” via livestream at the provided link. Additionally, Jameson is unveiling limited-edition streetwear-inspired jackets, in collaboration with Jeff Staple’s Reed Art Department, available for purchase at JamesonSPE.com until March 12. Proceeds from jacket sales contribute to the Restaurant Workers’ Community Fund, offering support to bartenders and other hospitality staff, making them the perfect attire for St. Patrick’s Eve celebrations.
St. Patrick’s Eve encapsulates the essence of Jameson’s recent global campaign, Must be a Jameson, which aims to foster a community of like-minded individuals bonded by their shared lighthearted approach to life, characterized by keeping things smooth and embracing life’s adventures.
The ‘St. Patrick’s Eve’ campaign, brought to life by the creative minds at Ogilvy, offers an integrated experience that resonates with consumers, reinforcing Jameson’s position as a leading brand in the alcoholic drinks industry. With nine captivating media assets, this campaign sets the stage for a memorable and inclusive celebration, inviting individuals to join in the excitement and create lasting memories with Jameson.
