For Jameson Irish Whiskey, celebrating St. Patrick’s Day should not be limited to just one day. With a new campaign created by Ogilvy New York, the brand is expanding the holiday into what it calls “St. Patrick’s Season.”
The campaign invites fans of the world’s best-selling Irish whiskey to stretch the festivities beyond March 17, encouraging gatherings with friends and family throughout the entire season. The idea is rooted in the brand’s long-standing belief that moments shared over a glass of whiskey should not be confined to a single day of celebration.
Central to the campaign is the U.S. debut of Jameson Triple Triple, a new permanent addition to the brand’s portfolio. The whiskey is triple-distilled and triple cask-matured, combining maturation in sweet chestnut casks with Jameson’s signature ex-bourbon and sherry casks. Watch below:
The result is a new expression designed to build on the smooth profile that made the whiskey a global favorite. According to the brand, the whiskey offers notes of toffee, cacao and toasted almonds with a velvety finish. Jameson says it can be enjoyed neat, on the rocks or mixed into cocktails such as the Jameson Triple Triple Mint Sour.
“Jameson is rooted in bringing people together and there’s no better time to grab your family and friends to enjoy a Jameson together than St. Patrick’s Season,” said Johan Radojewski, vice president of marketing. “St. Patrick’s Day is more than just a day to us. It really is a season full of celebrations and moments to be shared. We thought there was no better time to debut the latest member of our family, Jameson Triple Triple, than during our favourite time of the year.”
The distillers and blenders craft the whiskey at the historic Midleton Distillery in Ireland, where Jameson has produced its signature spirit for generations.
For fans sticking with the classic, the brand is also encouraging drinkers to celebrate the season with its popular Jameson Ginger and Lime cocktail.
CREDITS:
BRAND: Jameson Irish Whiskey
Vice President of Marketing: Johan Radojewski
AGENCY: Ogilvy
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