St. Patrick's Eve

Client: Pernod Ricard / Jameson Whiskey

Leap Year stole our Saturday St. Patrick’s Day, but we saw it as an opportunity to not only acknowledge consumer frustration, but also leverage it into something positive, fun, and uniquely Jameson. This led to creating the first-ever “St. Patrick’s Eve.” If St. Patrick’s Day was one of the biggest family holidays among the Irish, why couldn’t it have the same day-before merriment that we associate with Christmas Eve and New Year’s Eve? The answer: It could. So, Jameson created St. Patrick’s Eve, giving consumers a new reason to gather on the Saturday ahead of the official holiday.