It’s that time of year again – St. Patrick’s Day. By celebrating everything Irish, businesses around the world will make billions of Euros today and throughout the coming weekend. But have they managed to avoid those annually recurring March 17th cliches in their marketing promotions – like rebranding everything green or making their staff wear leprechaun costumes?
This is our pick of this year’s best St. Paddy’s Day promos…
What makes you the world’s biggest Guinness fan? If you can successfully answer this question and win Airbnb’s St. Patrick’s Day competition, you’ll get to stay overnight at the Guinness brewery in Dublin. The company’s Gravity Bar on the 7th floor is closing to the general public for 24 hours to make way for a VIP accommodation experience for two people. The Airbnb transformation includes a Guinness tasting bar, private butler and appropriately branded furnishings.
Image Credit: Airbnb
Call of Duty
Call of Duty, one of the world’s most popular video game franchises, is spending the next three weeks celebrating St. Patrick’s Day during Operation: Shamrock & Awe. Exclusive St. Paddy’s-themed gun camos and emblems for Call of Duty: Modern Warfare Remastered are among the promotional items that gamers can choose to play or pay for.
Image Credit: Call of Duty
Here’s a trailer showcasing the game’s new additions for Operation: Shamrock & Awe –
Of course, a pint of the black stuff was guaranteed to appear more than once in our roundup of St. Patrick’s Day promotional shenanigans! This year, Guinness have hired French illustrator Mcbess to create their Let’s Get Together marketing campaign. The distinctive black & white character artwork of Mcbess has been blended with some of Guinness’ advertising icons, like the toucan and pint glass, on a new range of posters, beer mats and T-shirts.
Images Credit: Mcbess/Guinness
Instagram users in the UK, Ireland, U.S. and Australia can add special St. Patrick’s Day stickers to their posts today and throughout the weekend.
Images Credit: Instagram
Over in North America and Canada, Krispy Kreme have today changed the colour and name of their most popular doughnut to become the O’riginal Glazed. “St. Patrick’s Day is the perfect occasion to change the colour of the Original Glazed, and our customers love sharing them with family and friends,” says Jackie Woodward, chief marketing officer of Krispy Kreme Doughnuts. “What’s even rarer – like finding a four-leaf clover – is altering the name of such an iconic product. We’ve never done it. But in this instance, it’s fun and joyful, just like the holiday.”
Images Credit: Krispy Kreme
St. Patrick’s Day 2017 – Marketing Fails
Unfortunately, not everyone achieved exactly what they wanted from their promotional marketing campaigns for St. Patrick’s Day 2017. Donald Trump’s presidential promotional merchandise team managed to produce a cap embroidered with a four-leaf clover instead of a shamrock. Meanwhile, McDonald’s were widely ridiculed for using Stonehenge in one of the ads for their Shamrock Shake. Both of these epic fails were easily avoidable mistakes – and worth remembering for your own St. Patrick’s Day marketing promotions in 2018!
Image Credit: Trump Make America Great Again Committee
Image Credit: McDonald’s