There’s no denying that St. Patrick’s Day is different this year. The deadly coronavirus pandemic has quarantined people to their homes on a night when the tradition is to go out, have a pint or two and celebrate with friends and family. In cities around the world, St. Patrick’s parades were canceled, and even the bars in Ireland closed. Brands have to be mindful of their messaging during this time or face backlash if they appear too insensitive.
Despite the uncertainty right now, brands are still finding ways to incorporate St. Patrick’s Day into their messaging, even if social distancing has put a damper on St. Patrick's Day festivities.
Alcohol brands like Guinness and Jameson are stepping up and providing funds to communities and telling people to keep safe. While in other sectors, brands like Xbox, Chubbies and Tourism Ireland try to keep the spirits up. A common refrain is to enjoy a safe St. Patrick's Day from the comfort of home.