St. Patrick's Eve

The Jameson St. Patrick’s Eve campaign officially launched February 20, 2024 across the U.S. via OOH, digital, social, CTV, and more, and will continue to ramp up ahead of the holiday (including March 16 activations in top markets: lighting up the Las Vegas Sphere in Jameson green, wrapping the ferries and water taxis in the dyed-green Chicago River, and a complete digital takeover at L.A. Live).

Campaign Overview:
Leap Year has robbed us of what was supposed to be the first proper Saturday St. Patrick’s Day in years, but why let a little calendar glitch get in the way of a good time? That’s why Jameson Irish Whiskey is declaring a new 2024 “holiday” on Saturday March 16 -- St. Patrick’s Eve – so we can still officially kick off festivities on the best night of the week. And since any ‘Eve’ celebration needs great hosts and an epic countdown celebration, Jameson has teamed up with SNL hosts Colin Jost and Michael Che. This marks the first-ever joint brand partnership for the comedic duo, who are no strangers to making sure Saturday nights live up to the hype.

Consumer CTA:
Consumers 21+ can visit JamesonSPE.com to enter for a chance to attend the Times Square Countdown party on March 16 hosted by Colin and Michael (flights and accommodations courtesy of Jameson, terms apply), and fans everywhere can also watch the “rock drop” via livestream at the same link. Jameson is also launching limited-edition streetwear-inspired jackets created in collaboration with Jeff Staple’s Reed Art Department (all proceeds go to Restaurant Workers’ Community Fund to support bartenders and other hospitality staff), available for purchase at JamesonSPE.com through March 12 for the perfect SPE attire.

St. Patrick’s Eve taps into the ethos behind Jameson’s recent global campaign launch Must be a Jameson, centered around creating a world that connects like-minded people who are anchored by their shared lighthearted mentality; keeping things smooth and taking life in stride.