Last year got “cancelled” in mid-March so many of us didn’t get to celebrate St. Patrick’s Day (or any other holiday thereafter) with our friends. This year, Jameson Irish Whiskey wants us to take time off to celebrate even if we are still socially distant.
That’s why the brand is introducing a special kind of PTO just for March 17th, SPTO (St. Patrick’s Time Off) to encourage people to keep St. Patrick’s Day on the calendar and dedicate more time to safely celebrating it with friends – even if it’s for one hour!
“As a holiday centered around people coming together to have a good time, St. Patrick’s Day has always been a moment people look forward to,” said Pam Forbus, CMO of Pernod Ricard USA. “We’re not here to tell you how to celebrate, just that you should celebrate on March 17th. We hope everyone joins us in putting their own spin on safely connecting, because like our smooth, triple-distilled whiskey, St. Patrick’s Day is meant to be shared!”
To kick-off the campaign, comedians Retta Sirleaf and Joe Lo Truglio are providing SPTO motivation and inspiration, starting with a PSA (see below) that makes the case for taking time off on March 17th: Consumers who pledge to take a #JamesonSPTO at JamesonSPTO.com will be entered for a chance to win $50 to spend with friends this St. Patrick’s Day. On the site, you will also find out-of-office replies, video conference call backgrounds, and tips for how to celebrate the holiday.
“A Jameson SPTO is the kind of PTO anyone can use, and everyone deserves,” declared Retta Sirleaf. “Highlight March 17th on your calendar, grab a Jameson cocktail, and rally your friends – it doesn’t matter if you are on a computer, or in masks and 6-feet-apart – St. Patrick’s Day is still on for 2021!”
“St. Patrick’s Day, to me, is really about friends and fun. We can all use more of both right now,” adds Joe Lo Truglio. “Who wouldn’t want to take more time – an extra hour or the entire day – to celebrate those two things on March 17th? Sign up for a Jameson SPTO!” exclaimed Truglio.
For each sweepstakes winner, Jameson will donate an additional $50 in their honor to the Restaurant Workers Community Foundation to complement a $150,000 donation the brand is making to the advocacy and nonprofit. Jameson’s support will allow the RWCF to support more organizations focused on worker health and wellbeing and expand its relationships and grantmaking beyond those in its current network.
“While we want people to take a break this St. Patrick’s Day by taking time off, we recognize that bartenders and restaurant workers in our community need a different kind of break after a difficult year,” said Andrew Eis, Jameson Engagement Director at Pernod Ricard USA. “We’re proud the Jameson SPTO campaign will continue the Pernod Ricard relationship with the Restaurant Workers’ Community Foundation by supporting grantmaking programs that prioritize the health and wellbeing of bartenders and restaurant workers across the country.”
Jameson will continue to help consumers prep for their SPTO with cocktails recipes, limited-edition merch (see above) and a line-up of virtual entertainment.
