St. Patrick's Day falls on March 17 every year, and it's probably no surprise that it's a day to pay tribute to the patron saint of Ireland and all Irish people around the world, St. Patrick. The green shamrock is intrinsically linked to his teachings and can be found virtually everywhere in celebration of this feast day. It is a reminder of the way in which St Patrick explained the principle of the Holy Trinity to Irish people unfamiliar with Christianity. In the same way, green has become Ireland's national colour, and there is certainly no shortage of it on 17 March. You will find exuberant celebrations in virtually every location where part of the Irish global diaspora lives, most often of course in countries influenced by the Anglo-American tradition, i.e. the USA, Canada, the UK and Australia. In Ireland, Northern Ireland, the Canadian provinces of Newfoundland and Labrador and the island of Montserrat, the day even falls on a public holiday. Especially in recent years, St. Patrick's Day celebrations have gained massive popularity in continental Europe, including the Czech Republic.
St. Patrick, or rather St. Guinness?
It's impossible to talk about St. Patrick's Day and not mention the name of one of the oldest breweries in the world, Ireland's Guinness. The latter is the de facto mascot of the global three-leaf clover celebrations and is rightly very proud of it. Nowhere is this more evident than in the world of marketing and television advertising. Guinness was founded more than 260 years ago and promotion has always been its forte. Most of the time it has been not just about the product itself, but also about a kind of universal idea of 'Irishness'. This comes to the fore most on St Patrick's Day. Since the birth of modern marketing, Guinness has provided us with creative ideas on how to present these ideas and therefore serves as an inspiration for many other brands, more or less Irish.
Let us therefore begin by recalling a memorable masterstroke from the Guinness marketing department. It launched a massive campaign in 2012 called "Largest St. Patrick's Day Party So Far" - and the name, of course, says it all. It was the largest ever organized St. Patrick's Day party. Of course, such an endeavor required a huge amount of commitment and engagement across all available communication platforms. Let's mention the separate websites where you could register, the huge amount of advertising on Facebook or the interactive infographics that told you exactly how many people and from which countries wanted to take part in the celebrations. Add to that 17,000 pieces of themed merch and you have a campaign of truly mammoth proportions. All this with one goal in mind - to achieve entry into the Guinness Book of Records (the coincidence of names is purely coincidental in this case) for the party with the highest number of participants ever. And thanks to 435,456 participants, it succeeded.
But apart from that, Guinness managed to write another message in the public consciousness. For St. Patrick's Day is "the friendliest day of the year," which has been considered a society-wide consensus since at least 2012. And it is also evident in the marketing of other brands that are associated with Ireland, St Patrick and the shamrock green in varying degrees. It is therefore appropriate to look at a few examples of good practice...
Flex Seal - Happy Saint Patrick's Day (2017)
The American company Flex Seal is not well known in the Czech Republic. No wonder, because it is a company that focuses on the production and sale of adhesive products. In the USA, however, it is quite a well-known brand not only among all DIYers. The company owes this to its co-owner, Phil Swift, who has been working hard for years to ensure that Flex Seal has a stable and growing fan base. Thanks to his DIY videos and unconventional promotional formats, Swift has managed to amass over a million and a half fans on YouTube this way, and he's certainly not letting up in that effort. The 2017 St. Patrick's Day commercial is therefore not a major departure from what Swift's viewers are used to, but rather a confirmation of the established trend of slightly cheesy playful presentation. Nonetheless, it works brilliantly and is proof that even a relatively simple ad can capture the attention of millions of consumers.
Video: Flex Seal – Happy Saint Patrick’s Day (2017)
Guinness - #StacheForCharity (2018)
As one of the main mascots for St Patrick's Day celebrations, Guinness Brewery's main objectives are to strengthen Irish communities around the world and to create a sense of belonging amongst each other. In today's world, both of these can be achieved very well through unique charitable projects, so it's no surprise that the brewery reached for one in its 2018 campaign. It's called the Guinness Gives Back Fund, and it focuses on supporting a variety of nonprofit organizations operating primarily in the United States. But to ensure a sufficiently viral reach, in this case Guinness decided to rely on the power of the vox populi, which is why you'll see many dedicated drinkers of this world-famous black beer in the spot. Without exception, they all have the extra foam moustache that gave the campaign its name. The brewery has pledged to donate one US dollar to the fund for each such fan vlog. The funds raised then went to benefit organizations such as the pro-veteran Team Rubicon. Community support and interpersonal togetherness - both successfully ticked off.
Video: Guiness – #StacheForCharity (2018)
Jameson Irish Whiskey - The Story of St. Patrick's Day (2017)
Another world-famous brand for which St. Patrick's Day is one of the most important holidays of the year is, unsurprisingly, Irish distiller Jameson. Of course, the symbolism of this special day is part of its own DNA too, which is the reason for its annual celebrations. But most of all, Jameson wants to educate its customers - especially about why St. Patrick is so important and how much of a role he plays in Irish history and the concept of Irish national identity. There is even a specific name for it - Sine Metu - and it is a phenomenon that is difficult to grasp and transfer outside the community. It is, in short, a certain essence of 'Irishness'. In a similar vein is Jameson's spot, in which the liquor company urges all its fans to "be a little less afraid and a little more alive". One can't help but agree that a glass of Jameson adds courage. So if you're looking for a reliable dose of primarily emotional history, this ad is right up your alley.
Video: Jameson Irish Whiskey – The Story of St. Patrick’s Day (2017)
Guiness – #AToastTo (2021)
The year 2021 was, of course, still marked by the global pandemic of covid-19. That's why even the traditional Guinness St. Patrick's Day message wasn't exactly a thematic classic. Instead, the brewery decided to pay tribute to all the workers deployed on the front lines and let their customers know what they can look forward to after the health crisis is over. The TV ad was just a sub-part of a larger campaign that included live bagpipe concerts, unique merch and plenty of original social media formats. But its connective tissue was the message that Guinness was definitely not going to let St. Patrick's Day take its toll, and that this important day could be celebrated in other ways than the normal way. The most talked-about part of the campaign was the Guinness Brewers Bread project, in which the brewery donated its grain supplies to bake a massive volume of bread, which then went to a food bank in the US state of Maryland. In addition, Guinness also purchased and donated another 25,000 loaves of bread. St. Patrick's Day is about people standing together - but rarely has that been more evident than in the midst of an ongoing pandemic.
Guinness - #AToastTo (2021)
Guinness x Carrhart - The River (2020)
Beginning in 1962, the Chicago River, which flows through the largest city in the US state of Illinois, turns green every St. Patrick's Day. This phenomenon is not indicative of excessive pollution, nor is it the result of any paranormal activity. It's the work of The Chicago Journeyman Plumbers Local Union 130, a professional association of local plumbers, and it's a time-honored tradition. It's a nod to the rich cultural heritage brought to the city by immigrants from Ireland - and what better way to celebrate their legacy than with the classic color of the shamrock. Chicago is one of the biggest markets in the US for St Patrick's Day celebrations, so it's probably no surprise that there are exuberant annual celebrations that pay tribute to both the distinctive culture and the large local community. The whole historic tradition is nicely summed up in another Guinness commercial, this time created in 2020 in collaboration with workwear manufacturer and retailer Carrhart. Everyone in Chicago knows that once a year the river turns green - but not everyone knows why that is and who's behind it
Video: Guiness x Carrhart – The River (2020)
Guiness x Nick Offerman – Wears It Well (2020)
To make matters worse, Guinness Brewery came up with another viral ad in 2020 that is miles away from the one mentioned above in its tonality. It's another collaboration, this time with famous American actor and comedian Nick Offerman. It's a so-called takeover - normally a concept familiar to all beer drinkers, when all the taps in your favourite establishment are occupied by a specific brewery for at least one night, offering guests a taste of what it has in its portfolio. But Offerman has similarly taken over Guinness' Instagram profile, supplying followers with a good dose of St. Patrick's Day trivia, special recipes and plenty of other content in the countdown to the actual celebration. Offerman himself claims that St. Patrick's Day is his favorite day of the year, which is certainly not something anyone would dare question after watching all the videos. This star factor has helped the brewery continuously build desirable hype ahead of the actual celebration in 2020, and it's safe to say that there was so much thematic content circulating through American society on the holiday itself that it could have overshadowed any other national event.
Video: Guiness x Nick Offerman – Wears It Well (2020)
Bushmills – Forsake Your Namesake (2023)
Four sheep walk into a bar in New York City... sounds like the promising start of an abstract joke, but it's a real-life TV commercial that aired on St. Patrick's Day last year by another globally known Irish liquor company, Bushmills. It should also be pointed out here that Bushmills is the world's oldest ever licensed distillery. In a way, then, their whiskies are the true originals and all the others derive their identity more or less from them. That's a message you should absorb from the sheep advert too. This is especially true in the US, where, following the covid-19 pandemic, Irish whiskeys have grown in popularity and consumption year after year. But while many consumers prefer Jam, Jim, Johnnie or Jack (and that's the name of the four sheep in the bar), they forget that Bushmills was here before them. Advice above gold - don't be a sheep and forget the usual options!
Video: Bushmills – Forsake Your Namesake (2023)
Cadbury – Be a Cadbury Daymaker (2023)
If you want to create an effective St Patrick's Day advert, you don't necessarily need to be an Irish company, but it's fine if you're based in Birmingham, England. Cadbury chocolates are popular all over the world and are also associated with characteristics such as warmth, playfulness and generosity. Coincidentally, all three of these are also associated with native Irish people and St. Patrick's Day celebrations. Cadbury therefore took advantage of this synergy last year and introduced a short, cute spot that encourages everyone to make the most of the special day by making someone else happy. Perhaps with a Cadbury chocolate hidden in your letterbox for the postman. At first glance, this ad doesn't look very traditional - it completely lacks the iconic green, but that's obviously the intention here. But Cadbury has decided not to go down the route of the typical festive advert, and instead has staked everything on an emotional message, which is the very reason why millions of people around the world celebrate St Patrick's Day every year. It's fair to say that it works very well that way.
Video: Cadbury – Be a Cadbury Daymaker (2023)
Guinness - Lovely Day for a Guinness (2024)
We started with Guinness and we will end with it this year. According to its creators, the new ad marks a transition of the brewery's marketing into a new era - and the first to take this step is the famous actor Jason Momoa, who is also the director of this short film. Without giving away the punchline, the main message you'll take away from the commercial is that we all have a little Irish blood in us, and St. Patrick's Day is the perfect occasion to celebrate that shared heritage. While the choice of the comic's Aquaman representative is a safe bet, his connection to the brand is awesomely believable. Given that the beer market in the United States has currently been stagnant for several years, this is an appropriate choice to give one of the oldest brands in the world enough visibility to attract younger generations in particular. The brewery does this through affectionate humour, which has become iconic enough for it in recent years.
Video: Guinness - Lovely Day for a Guinness (2024)
You may have noticed that all of the above examples have one thing in common. One thing they have in common is that they show good humour and pride in this ancient cultural tradition. While it may seem like a cliché from a marketing perspective, it is the traditional symbols that work best on St. Patrick's Day. Celebrations can also be marketed if you work in a seemingly unrelated industry or operate in a country that may not have that much in common with Ireland. Always remember, though, that you should show sufficient respect for the holiday. It's not that difficult to confuse the shamrock with the four-leaf clover, but if you use the latter incorrectly, you'll commit a major faux pas that will infuriate a lot of true Irish people. Above all, though, don't get too carried away on St Patrick's Day - if you want to get active, contribute something to the general enthusiasm and cheerfulness. That's how a rather otherwise promotional lukewarm March can become one of the best months of your financial year.
And it actually underscores the global legacy of St. Patrick's Day. At first blush, though, it might seem like a hyper-local cultural tradition, enjoyed at most in Ireland or in the many communities within the Irish global diaspora. But the opposite is true - St Patrick's Day is so popular precisely because it is a holiday with values such as friendship and mutual warmth at its epicentre. These are not qualities specifically reserved for the Irish, but for all people. That's why the best plan ever for March 17 is to get together with friends and shout "Sláinte" in chorus over a drink!
