St Patrick’s Day Called… It’s Bored of Stout!

The team at Kahlúa felt it was time to end stout’s domination of St Patrick’s Day celebrations by providing an alternative drink that offers a similar black body and creamy head - the Kahlúa Espresso Martini. With moments such as Galentine’s Day being recognised globally, it’s clear young people want to stir up holiday traditions, which is why Kahlúa stepped in encouraging everyone to enjoy their preferred drink on St Patrick’s Day.

Wieden+Kennedy London spearheaded the global campaign with a humorous hero film and clever OOH ads. Directed by Michael Lennox of Derry Girls fame, the film features beloved Irish influencers, the father-son pair Tadhg and Derry Fleming, along with stout enthusiast and Beautiful Pints founder Ian Ryan. The campaign also features additional social content by Ryan, the Flemings, and former Irish Rugby player Rory Best, among others.

To amplify the story in media Kahlúa commissioned research which found that almost 70% of people admit to wanting to order a delicious cocktail at the bar, but end up ordering an alternative for fear of judgment, amongst other reasons.

THINKHOUSE identified culturally relevant Creators to experience a bespoke Kahlúa Espresso Martini kit. We also built a network of Creators to create content that included a humorous ‘rug pull’ moment; at first, it seemed like they were getting ready to enjoy a creamy pint of stout, only for the camera to pull back and reveal a Kahlúa Espresso Martini instead.

On St. Patrick’s Day, we teamed up with Hogans, an iconic Dublin pub, to ensure that the first round of Espresso Martinis was on Kahlúa. A fully branded Kahlúa bar served 100 complimentary black and creamy Espresso Martinis on a first come, first served basis.

The overall potential reach of the campaign in the Irish market was a whopping 4.6m+, coming from a mix of earned media, creator content, gifting pieces and a combination of ‘in culture’ owned and earned social media content. Sentiment across the board was 100% positive as Ireland fully embraced the black and creamy Kahlúa Espresso Martini. We think even Saint Patrick himself would approve. Job done!

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