Jameson Catchmates
Turning sticky fingers into sparkly ones
Jameson Irish whiskey is all about bringing people together. But we discovered something troubling. Roommates around the world kept helping themselves to their roommate’s unattended Jameson. This thirsty thievery had to be stopped.
With April Fools’ just around the corner, we thought it’d be fun to inject some good-natured fear into these sip-stealers. And so, Jameson Catchmates was born.
To tease our new product, we asked victims of this heinous crime to call out their sip-stealing friends.
Next, we teased our April 1st product lunch with a series of glittery self portraits across our global social channels.
On launch day, we revealed a new product: Jameson Catchmates, the glitter bomb disguised as a whiskey bottle.
It was a runaway hit and was adopted by over 35 of Jameson’s international markets.
Target reach: 9.9M people
Actual reach: 33M people
Target engagement: 8%
Actual engagement: 14%
I even created and starred in some shareable social content for the big launch!
Agency: Evolution Bureau
Creative Director: Chris Szadkowski
Art Director: Will Hammack