Jameson Irish whiskey is celebrating St. Patrick’s Day 2017 with a campaign centred around the phrase ‘to chance your arm’, in tribute to the brand’s motto Sine Metu, which means “to be without fear”.
Jameson has launched a new Limited Edition 2017 bottle to mark the occasion. Designed by Dublin-based artist Steve McCarthy, the label illustration depicts a historic Irish tale based around an incident where the leader of one clan, besieging the forces of another in St Patrick’s Cathedral, Dublin, is supposed to have offered to make peace and showed his good intentions by reaching through a hole in the cathedral door, risking the defenders cutting it off. The leader of the defenders took the hand of peace, according to the legend, and the door, with the hole still in it, is now known as The Door of Reconciliation.
Running in travel retail at Amsterdam and Frankfurt airports throughout March, the promotion offers passengers who buy a Limited Edition bottle of Jameson gift-with-purchase rewards – and then immediately challenges them to try and win upgraded prizes if they choose to live fearlessly and risk their original gift.
The campaign was created for Jameson by communication agency ignis. Using a Jameson Irish whiskey-inspired replica of the Door of Reconciliation, passengers will need to reach into the door and work together with other passengers to find matching Chance Cards. If two matching cards are drawn, the purchasing passenger wins the corresponding upgrade prize.
Nick Peters, Executive Creative Director at ignis says: “This activation is the perfect opportunity for Jameson to have genuine consumer interaction in travel retail, whilst educating air passengers on this year’s limited edition bottle in a fun and relevant way.”
Mike Wilson, Brand Manager at Pernod Ricard Travel Retail EMEA, added that the brand “wanted to relate the Jameson Limited Edition bottle to an activation that would disrupt the duty-free environment and capture the spirit of Sine Metu”.
The Jameson “Chance Your Arm” activation will be live until March 30th 2017 in Amsterdam Schiphol and Frankfurt airports.