Left and right, time off is being postponed and holidays are being cancelled in response to challenging times but Jameson wants St. Patrick's Day to remain on calendars in 2021 by introducing a new kind of paid time off (PTO) with St. Patrick's Time Off (SPTO.)
Pam Forbus, CMO of Pernod Ricard USA, says: "We're not here to tell you how to celebrate, just that you should celebrate on March 17th." SPTO encourages adults to take much-needed time off, especially as they're unable to use their vacation days for travel or celebrating in the usual ways. To inspire and motivate adults to enjoy much-needed time off, comedians and Jameson partners Retta Sirleaf and Joe Lo Truglio both created a PSA for the brand. Fans who pledge to take a #JamesonSPTO will be entered for their chance to win $50.
Restful St. Patrick's Celebrations
Jameson is Introducing St. Patrick's Time Off
Trend Themes
1. St. Patrick's Time Off - The introduction of St. Patrick's Time Off by Jameson presents a trend of creating new holidays and time off opportunities during challenging times.
2. Encouragement of Time Off - The encouragement of time off through initiatives like SPTO presents a trend of supporting mental health and wellbeing in the workplace.
3. Virtual Celebrations - The shift to virtual celebrations for holidays like St. Patrick's Day presents a trend of adapting to changing circumstances and finding new ways to engage with consumers online.
Industry Implications
1. Beverage Industry - The introduction of SPTO presents an opportunity for companies in the beverage industry to create their own unique paid time off initiatives that align with their brand values.
2. Travel Industry - The inability to use vacation days for travel presents an opportunity for companies in the travel industry to create alternative travel experiences or virtual events that consumers can participate in from home.
3. Mental Health Industry - The encouragement of time off for mental health and wellness presents an opportunity for companies in the mental health industry to promote their services and support initiatives that prioritize self-care and work-life balance.