For Saint Patrick’s Day 2026, Jameson transformed a culturally relevant celebration into an opportunity to bring the brand closer to consumers by becoming part of the moments they naturally value most: going out, connecting, and creating memories together. Under the Jameson Takeovers umbrella concept, the brand translated its Irish DNA of openness, spontaneity, and togetherness into real-life experiences embedded directly into nightlife culture.

Across 13 venues in 6 cities, Jameson created interactive moments designed around participation and collective enjoyment: from branded takeovers and guest shifts to reward mechanics that turned every order into an interactive brand experience. The experience extended organically into digital communities through influencer-led storytelling that captured the atmosphere authentically and amplified the feeling behind the celebration: shared experiences that bring people together.

What did we achieve?

13 venue takeovers across Romania
3 influencers activated, generating 19K impressions and +30K views
Hundreds of consumers engaged through shared brand experiences built around participation, connection, and togetherness