Premium Irish whiskey Jameson Black Barrell is celebrating Father’s Day with an innovative, AI-driven digital activation that incorporates the use of QR codes.

Crafted by creative agency Impero, the work will transform short, personal stories from customers into custom-made songs that can be gifted on the bottle in the form of QR codes.

“At its heart, Jameson is about bringing people together, and this limited-edition Jameson Black Barrel Gift Box is an extension of that spirit. We set out to reimagine what a traditional whiskey gift could look like this Father’s Day,” said Anna Kelly, head of innovation and portfolio at Jameson.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“Working with Impero has given us the chance to create an industry first, that pairs our award-winning whiskey with AI-powered innovative personalisation to create an elevated gifting experience.”

Printed on each of the brand’s special Father’s Day gift boxes, the codes will lead to an AI-powered “song-making experience”, turning customers’ favourite stories into humorous songs.

Beatriz Zambrano, creative at Impero added: “We didn’t want to make another campaign about fictional people giving gifts to other fictional people. We wanted to make something real. This is a way to bottle that, literally.”