JAMESON IRISH WHISKEY – LIMITED EDITION LABEL MAKER
Each year, Jameson Irish Whiskey releases a new limited edition bottle design. This year, the label was designed by Steven “hephee.” 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.
It was the perfect opportunity to evolve the label from “limited edition art” to a “cultural moment” by handing the reins to the Jameson fans themselves. By buying a bottle, fans unlocked a digital mobile experience where they could use hundreds of Hephe’s illustrations to create their label—and have their own super limited edition bottle label shipped to their homes and a chance to win.
The campaign drove interest and excitement around the bottle through the website experience, posters, and in-store displays. Complete sell through happened faster than in any other previous year. And making the limited edition experience more participatory drove free impressions as people shared their designs online.
In the end, Jameson fans across the globe became even deeper ingrained in this iconic brand by generating over 3.6 million impressions with thousands of custom-designed labels.
Role: Creative Director