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Kahlúa – Feliz St. Patrick’s Day
The challenge
Encourage the public to celebrate St Patrick’s Day in a different way, switching stouts for espresso martinis.
What we did
St Patrick’s Day celebrations are usually synonymous with drinking stout—a dark and creamy drink consumed globally to mark the occasion. However, stout is not for everyone, and research has shown that most Brits prefer an alternative to celebrate St Paddy’s. So it begged the question: what if Kahlúa encouraged people to drink what they’d prefer? Perhaps a cocktail that looks a lot like a black and creamy stout: the Espresso Martini.
Introducing “Feliz St. Patrick’s Day”
In the days leading up to St. Patrick’s Day 2024, we created a bold digital out-of-home van and posters strategically placed outside Irish bars across cities in the UK and Ireland. We took over The Evening Standard by nodding to the stout (and Espresso Martinis, naturally). Plus, we gave away ‘Incognito Espresso Martini Mini Pint Glass’ to patrons of the St Pauls’ branch of Dirty Martini.
The campaign also included a humorous film directed by Oscar-nominated, Derry Girls director Michael Lennox, starring the beloved Irish TikTok father-son duo, Tadhg and Derry Fleming, and Ian Ryan, stout aficionado and founder of Beautiful Pints. The film introduced a fresh twist on the stout-heavy celebrations this St. Paddy’s Day. From the remote setting, close-up drink shots, traditional Irish music, and many nods to stouts, every element of the film built anticipation for a pint of stout, only to hilariously reveal it as an unexpected Espresso Martini.
The effects
Check back later for results.
