Jameson Catchmates

CLIENT: Jameson
Agency: EVB
Role: Associate Creative Director
CCO: John Reid
Ct/DP: Chris Szadkowski
Art: Will Hammack + me
Copy: John Hickey + Dan Aguinaga

OBJECTIVE: To connect with LADS in the moments that matter to them.

INSIGHT: People are sneaking sips of Jameson that don’t belong to them.

OPPORTUNITY: April Fools Day gives us the opportunity to show that we are the serious whiskey that doesn’t take itself too seriously. Develop April Fools content that connects and engages with our LADS in a way that surprises; delights and joins in on a behavior synonymous with LADS’ packs - pranking each other. And do so in a fully integrated manner hitting LADS at every touchpoint.

We noticed some chatter about people’s roommates stealing their Jameson, so we got inspired to work on a solution for fans.

So we got to thinking: how can we help these lads catch their mates?

catchmates in the making

Before its official release, we teased Jameson Catchmates to our social and digital friends.

Stories

In-Feed content

And then…we unveiled Jameson Catchmates.

Launch Content

Unfortunately the product innovation came and went with April Fools. But as a consolation prize, we created glitter-covered “I Got Caught” tees for fans to gift their sip-stealing roommates.

The Results?