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.
In-feed gifs and video emails hinted at Jameson’s critical new product innovation.
Roommates around the world were officially put on notice. Our UGC-style posts showed the new product in action.
On launch day, we revealed a new product: Jameson Catchmates, the glitter bomb disguised as a whiskey bottle.
On April 2, we revealed this was all an April Fools’ prank…
…though we did send out fabulously glittery T-shirts to ease the pain just a little.
The campaign was a runaway hit and was adopted by over 35 of Jameson’s international markets.
33 Million Reach (6x our target)
14% Engagement Rate (target was 8%)
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