St. Patrick’s weekend is here, and liquor brands are intensifying their promos centered on the Irish holiday.
Likewise, Jameson Irish Whiskey is gearing up for the culmination of its “St. Patrick’s Eve” campaign launched last month.
Due to the leap year, the beloved holiday falls on a Sunday, dampening the spirit of the holiday as celebrators need to work the next day.
To keep the party spirit alive, Jameson has created a new holiday, "St. Patrick's Eve," so people can still drink all they want on a Saturday night.
The highlight of the campaign is the celebration of the made-up holiday on March 16, with a live countdown ending with the dropping of the Times Square Ball.
The “Rock Drop” event will begin at 8 p.m. ET, which is midnight in Ireland.
But it doesn’t end there, as the party will continue at Times Square Plaza between 43rd and 44th streets on Broadway, with DJ Stormy performing a live set.
“The J Shop” will also be open for business, where people can buy Jameson merchandise, like the “St. Patrick’s Eve” limited-edition jacket.
A Campaign Rooted in Humor
And who better to get for an advertising campaign rooted in celebrating St. Patrick’s Day on a Saturday than a pair of Saturday Night Live (SNL) stars?
The Irish brand featured SNL comedians Colin Jost and Michael Che in a series of humorous videos showcasing their signature back-and-forth banter.
Jost plays the role of a St. Patrick's Day enthusiast dismayed by the Sunday date, while Che is the embodiment of an easygoing yet reasonable man just chilling with a glass of Jameson.
Their dynamic humor and bromance emphasize the lighthearted nature of the campaign centered on the invented holiday.
In a 15-seconder, Jost summarizes the Jameson campaign in a cool way (he thinks), while Che attempts to stop him.
“St. Patrick’s Day on a Sunday though, that’s so mid, it’s cringe. But St. Patrick’s Day on a Saturday, that’s gonna be fantastic,” Jost said.
In another ad, Jost is shown seriously thinking (like a genius) about how to solve his conundrum of St. Patrick’s Day falling on a Sunday.
Jost and Che will host the “Rock Drop” countdown and will be the celebrity guests at a VIP event that will be attended by invited influencers and winners of the “St. Patrick’s Eve” contest held by Jameson that gave away all-expense-paid trips to New York for 15 couples.
