For decades, no one could challenge Jameson’s share of the Irish Whiskey market. Then came Conor McGregor, and Proper Number Twelve — one of the most successful spirit launches in American history. I was psyched to contribute a few TV spots to the outstanding work of my buddies at WeHolden. (The first one below attracted 8.9 million views on youtube.)
This salute to first responders attracted over 10 million youtube views…
We also created a “Twelve Days of Proper” contest where customers could enter to win a personalized holiday greeting from Conor himself, that they could show off to their friends, or gift to a loved one…