Irish whisky brand Jameson is to activate a huge celebration on St Patrick’s Day, March 17. Unlike beer brand Guinness, it is not going to set any records, but is determined to make it really big by encouraging global public celebrate the holiday in Irish style.
The brand has also released themed St Patrick’s Day kits to over 3,500 on-trade accounts with purchase four 70cl or two 1.5 litre bottles of Jameson, which will encourage consumers to ‘Embrace Your Irish Spirit.’ The kits include tent cards, bar runners, bartender hats, drip mats and an instruction sheet to encourage trial of Jameson Mule, a blend of Jameson, ginger and lemonade. In addition to that, the venues will display QR codes, which will lead visitors to Jameson website, where they will be able to find related content about the product as well as its history. To encourage more people to try the drink with Irish roots, the brand is launching the ‘Discover Jameson’ sampling campaign around St Patrick’s Day, running for the fourth year—almost 300 brand ambassadors will be touring the cities of the UK, stopping at bars to offer samples of the drink to 200,000 consumers over the five weeks of the promotion.
As to the global activation, Jameson is calling its fans from all four parts of the world to become part of the celebration and join the Jameson St Patrick’s Day Global Party. The event in the heart of Dublin “will be headlined by renowned indie rock band, Razorlight and attended by invited guests. Markets hosting their own Jameson parties, including Dubai and Sofia, will be invited to link up live with the event to create a global party atmosphere,” writes www.planetwhiskies.com. The brand also launches the Jameson Global Broadcast, which offers local radio stations from around the globe to broadcast their shows live from the Old Jameson Distillery in Dublin. So far, over 35 stations have signed up for participation, and the Broadcast is to reach 50 million listeners on the day of the holiday.
The brand, which was been a long-time supporter of cinema, has recently names the winners of Jameson First Shot competition, announced last year.