Jameson Irish Whiskey is all about bringing people together. But we found something troubling.
Roommates around the world simply could not help themselves from drinking their friend’s unattended Jameson. This thirsty thievery had to be stopped.
And with April Fools’ just around the corner, we thought it’d be fun to inject some good-natured fear into these sip-stealers. And so, Jameson Catchmates was born.
To tease our new product, we asked victims of this heinous crime to call out their sip-stealing friends.
In-feed gifs and video emails hinted at Jameson’s critical new product innovation.
We Covered the Internet in Green Glitter
Roommates around the world were officially put on notice. Our UGC-style posts showed the new product in action.
The Truth was Revealed
On April 2, we revealed this was all an April Fools’ prank…
…though we did send out fabulously glittery T-shirts to ease the pain just a little.
Results Blew Expectations Away
33 Million Reach (6x our Target)
13.9% Engagement Rate (Target was 8%)