How Jameson Turned a Sunday Slump into a Saturday Spectacle

Wed, 11 Jun 2025 00:00:00 -0400
REGGIE Awards

When Leap Year threatened St. Patrick’s Day sales, Jameson invented St. Patrick’s Eve — a bold new holiday inspired by New Year’s Eve. With countdowns, celebrity hosts, and Times Square takeovers, the campaign reversed declining trends and delivered record-breaking growth, proving tradition can be reinvented — and owned.