The campaign centres around the phrase 'To chance your arm', and corresponds to the Jameson motto "To be without fear." Customers purchasing the brand's limited edition bottle for St Patrick's Day 2017 will have to reach through a 'Door of Reconciliation', which relates to the bottle's design and which has been brought to life by experiential agency Ignis.
Consumers will need to reach into the door and work together with others to to find matching chance cards. If two matching cards are drawn, the purchasing passenger wins the opportunity to upgrade their prizes.
The limited edition bottle has been designed by artist Steve McCarthy, and is inspired by historic Gaelic tales, where a battling clansman in 1492 reached through a hole in a barricade to shake the hand of his opponent and make peace. As there was a danger that his opponent would cut off his limb, this became the root of the phrase ‘to chance your arm’. This barricade is now known as The Door of Reconciliation and is still in place in St. Patrick’s cathedral in Dublin.
The activation is running throughout March.
Last month, Whisky brand Glenfiddich hosted a whisky construction workshop which aimed to teach guests how to construct their own whisky. In January, Monkey Shoulder celebrated Burns Night with a two-day hootenanny in honour of poet Robert Burns.
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