Jameson, the world’s favourite Irish Whiskey, has unveiled its fifth limited edition bottle ahead of its St. Patrick’s Day 2016 celebrations. Created by Dublin street artist, James Earley, the bottle is designed to mark Jameson’s #BeOriginal celebrations launching in Dublin and around the world this March.
Earley’s design is inspired by the bridges crossing the River Liffey, the backbone of Dublin. His design reflects how these physical structures represent the soul of modern Dublin by linking together spaces, people and ideas. Taking key aspects from great Irish bridges including the Grattan, Sean O’Casey and Samuel Beckett, Earley demonstrates his passion for the Irish capital through intricate details such as the Atlantis and Anna Livia visual icons. Alongside the visual interpretations, Earley uses the slogan “Dublin, our city”, reinforcing the welcoming atmosphere of the city.
The bottle is supported by the Jameson #BeOriginal social media campaign, which is running in 12 markets in the lead up to and throughout March. Jameson fans are encouraged to share their original and authentic St. Patrick’s celebrations on Facebook, Twitter and Instagram for a chance to win a trip to Dublin for St. Patrick’s Day 2017.
The Jameson #BeOriginal campaign culminates in a three-day celebration in Dublin around St. Patrick’s Day hosted by Jameson in its spiritual home city. Bringing to life the sights, sounds and provenance of Dublin in a modern way, the festivities include: a journey through underground Dublin from a local’s perspective; a walking tour of James Earley’s art, led by Earley himself; and the Bow Street Sessions 2016 gig, featuring internationally-known talent including Kodaline, Little Hours and July Talk.
Daniel Lundberg, Global Brand Director for Jameson, comments: “Jameson’s St. Patrick’s Day Celebrations have always been authentic and personal and the #BeOriginal campaign continues this long tradition. Our limited edition bottle represents the best of what it means to be Irish – to be part of a lighthearted, confident and inclusive family – an ideal enthusiastically embraced by John Jameson himself. We look forward to welcoming the winners of the #BeOriginal campaign to Dublin next year!”
Jameson’s #BeOriginal campaign is supported by a range of POS and promotional materials available for the on-trade, off-trade, travel retail and on e-commerce, including; tent cards, furniture, pallet wraps, gondola ends, shelf strips and Jameson editions of well-loved bar games. The fifth limited edition bottle will be available in 38 markets around the world from March 2016, with a recommended retail price of €24 or local equivalent.