Marketer: Stroh Brewery Co. for McSorley's ale.
Effort: McSorley's Toasts St. Patrick's Day.
Agency: In-house for concept; Diamond Promotion Group, New York, for point-of-purchase materials.
Twist: Rising to meet its No. 1 sales day for alcoholic beverages, McSorley's plans a promotion next month aimed at driving consumption before and after March 17. Touting the event as "Ain't Patrick's Day," on-premise accounts begin promoting the event in early March with banners, hats and temporary shamrock tattoos; off-premise customers can buy two unique McSorley's pint glasses.
Vital statistics: Consumers can send for two McSorley's pint glasses for $5.95 through mail-in coupons available at convenience, grocery and liquor stores in the Northeast. The promotion runs through April 30.
Kate Fitzgerald edits Events & Promotions. To reach her, send faxes to (312) 649-5331 or e-mail to K8FITZ@aol.com.