- Jameson Irish Whiskey, a Pernod Ricard brand, launched a marketing push this week to introduce St. Patrick’s Eve, a latest holiday happening on Saturday, March 16, the day before the standard St. Patrick’s Day holiday on March 17, according to a press release.
- To encourage consumers to move their celebrations to Saturday, once they can enjoy themselves without worrying about work the subsequent morning, the brand has planned a experiential activation in New York that may include dropping the Times Square Ball. The brand can even have a presence in other major cities.
- The effort includes digital videos featuring “Saturday Night Live” stars Colin Jost and Michael Che, marking the primary time the 2 comedians, who often appear together in skits, have paired up on a brand partnership. The duo can even host the Times Square event.
St. Patrick’s Day is traditionally an enormous day for beer and alcohol sales but this yr the vacation falls on a Sunday, which the parents at Jameson are suggesting could put a damper on celebrations. The brand, which regularly focuses on its Ireland connection in its marketing, has a plan for how to compensate for any potential lack of sales — for itself and for bars and restaurants — by encouraging consumers to move their celebrations to the night before.
To mark St. Patrick’s Eve, Jameson will drop the Times Square Ball at 8 p.m. EST on March 16, which is midnight in Ireland. The whiskey brand claims to be one among the primary brands to drop the ball in honor of a latest holiday. The Jameson St. Patrick’s Eve celebration in New York might be co-hosted by Jost and Che and can feature a surprise DJ performance. Consumers can visit JamesonSPE.com to enter for a probability to get on the guest list.
To encourages celebrations across the country, the brand can even light up the Las Vegas Sphere in Jameson Green and wrap the ferries and water taxis within the Chicago River, which is dyed green for St. Patrick’s Day. A takeover of the L.A. Live entertainment complex can be planned.
To promote the vacation digitally, Jost and Che star in a series of humorous videos. In one, Jost laments to Che how St. Patrick’s Day falls on a Sunday this yr since it’s a bissextile year. Che responds by saying “days are only a suggestion” and also you “can’t let a calendar control your life.” Jost decides to have a good time St. Patrick’s Eve, before jokingly asking, “I don’t work on Saturday, right?” in reference to his spot on SNL.
The whiskey brand can be releasing a special jacket, which retails for $150, for the campaign. Drops of fifty will happen weekly from Feb. 20 to March 12, with all proceeds benefiting the Restaurant Workers’ Community Fund. The overall St. Patrick’s Eve effort is an element of Jameson’s ongoing “Must be a Jameson” campaign.
Jameson has routinely activated around St. Patrick’s Day. Last yr, the whiskey brand developed “desk decoys” to encourage consumers to take St. Patrick’s Day off and revel in a protracted weekend. The holiday stays a very important day for Irish whiskey consumption and Jameson has been the dominant selection in America for years. However, competitors resembling Tullamore D.E.W. and Proper No. Twelve have began to gain market share lately.
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