Each year, Jameson Irish Whiskey releases a new limited edition bottle design. This year, the label was designed by Steven “hephee” Heffernan: artist, illustrator, and notable Jameson Whiskey fan.

The label art was a fun take on emojis, and how we invite friends to share a round at the bar through texts and social media messages.

From “Limited Edition Art”to a “Cultural Moment”


We took the limited edition bottle from “one-off product” to “cultural moment” by handing the reins to the Jameson fans themselves. By buying the bottle, fans unlocked a digital mobile experience where they could use hundreds of Hephe’s illustrations to create their own version of the label and have their creation shipped to their homes. Which created a whole lot of content for their feeds—and ours.

Complete sell-through


It happened faster than in any previous year. By creating a participatory experience, we drove earned impressions and UGC as people shared their designs online.

Retail


The campaign drove interest and excitement around the bottle through the website experience, posters, and in-store displays.

The Results

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In the end, Jameson fans across the globe became even deeper ingrained in this iconic brand.

3.6M

Social Impressions

THOUSANDS

OF CUSTOM-DESIGNED LABELS