Jameson Irish Whiskey E-mails for the Coala Festival 2024

I developed the copy for the pre- and post-event email sequence for Jameson Irish Whiskey  during the Coala Festival 2024, a Brazilian music festival.

The email sequence consisted of three emails:

• A promotional email announcing the brand’s presence at the festival to its contact list.
• A post-event email sent to visitors who registered at the brand’s booth, featuring a satisfaction survey.
• A thank-you email, offering a 20% discount on Jameson products for those who completed the survey.

The main challenge was aligning the brand’s youthful, light, and casual tone with the CONAR (Brazilian advertising regulatory body) regulations for alcohol advertising, such as the prohibition of using imperative verbs. At the brand’s request, I worked to break the stereotype that whiskey is only consumed by older men in solitude, emphasizing Jameson as a versatile drink, perfect for young people and shared moments.

Each email was designed to provide a smooth and persuasive user experience, with clear messaging, appealing visuals, and a tone that directly connects with the target audience. From the initial invitation to the final thank-you, the goal was to ensure that each interaction was relevant, enjoyable, and left a positive impression of the brand. The result was communication that aligned with the brand’s values and the festival’s audience, maintaining creativity and responsibility at each stage of the journey.

Below, you can take a look at the email sequence and the survey landing page!

Text: Clara Campos, Design: Flora Gomes