David Blecken
Mar 26, 2015

Jameson brings laughter to drinkers with 'connected stubby holder'

MELBOURNE - Pernod Ricard has elevated the 'stubby holder' to an entertainment provider to augment its sponsorship of the Melbourne International Comedy Festival.

Jameson brings laughter to drinkers with 'connected stubby holder'

Client: Pernod Ricard

Agency: The Ideas Shed

Market: Australia

Details: Tapit, a company that specialises in work for brands around the internet of things, claims to have have developed the world’s first ‘connected stubby holder’. For our non-Australian readers who might be wondering what on earth a stubby is, the term usually refers to a 375ml bottle of beer. In this case however, the stubbies are produced by Jameson Irish Whiskey.

The connected holder gives people access to exclusive content from the Melbourne International Comedy Festival, which Pernod Ricard sponsors, by tapping their smartphone. The 25,000 branded holders are embedded with Tapit Near Field Communication chipsets. The campaign was developed by The Ideas Shed in Sydney.

Press release quote:

The initiative is “a great example of how global brands like Pernod Ricard are using Tapit and their cloud platform to bring immediate and intelligent connectivity to all types of static objects, providing marketers with an innovative method of consumer engagement that is simple, secure and most of all, fun”.

Brendan Moynihan, shopper activation manager at Pernod Ricard: “We are proud to have partnered with Tapit to help amplify our sponsorship of the Melbourne International Comedy Festival. By using Tapit’s IoT platform, static objects like stubby coolers become communication tools allowing us to talk directly to our consumers. Our stubby holders deliver exclusive and engaging content from the festival, straight to consumers’ smartphones to help bring the brand’s unique and witty personality to life.”

Campaign Asia-Pacific’s comments: It’s a simple idea that adds another level of entertainment to the drinking experience—difficult to argue with that. Whoever thought the humble stubby holder would outdo itself like this?


Tapit: Ben Wagner and Lucinda Waters
The Ideas Shed: John Volckman, Monique Ryan and Skye O'Dell
Creative Products: Jason Lee and Jodie Morrison


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