How brands are celebrating St. Patrick's Day

Wake up and smell the four-leaf clovers—it’s Saint Patrick’s Day! More than half of US consumers plan to participate in the Irish-themed festivities, according to this year’s Numerator Holiday Sentiment Study, and the holiday places third for intent to purchase decorations and costumes, topped only by Christmas and Halloween for each. So, move aside Shamrock Shake, for Ad Age is counting down the top ways brands are going leprechaun green this year. Baileys The liqueur brand partnered with NYC bagel shop Ess-a-Bagel to create Baleys-infused cream cheese. The non-alcoholic spread is available at Ess-a-Bagel locations as well as a pop-up shop, “Baileys Bagel Bar,” at 251 Elizabeth Street in Manhattan. Through March 20, the shop will offer free samples of the custom cream cheese alongside green bagels and Baileys coffee cocktails for brunchers over 21. For rumbling stomachs outside of the Big Apple, a St. Patrick’s Day brunch kit is available for order. For $159.95, celebrants will receive the Baileys cream cheese, 12 green bagels, 6 mini green and white cookies, 1 bag of Lavazza ¡Tierra! Organic Planet coffee and additional fixings. Unfortunately, those who are booze-minded will have to venture out to buy Baileys, which is not included in the box. Guinness The staple of St. Patrick's Day has had a rough couple of years as the day has been tied so closely with the first pandemic lockdown. But following vaccines and mask mandates, Guinness is ready to paint the town green. Its latest spot, from agency Quaker City Mercantile, is a triumphant one that shifts from somber to joy as a slowly reopening bar is flooded with merrymakers. Belting out Frankie Valli’s “Can’t Keep My Eyes Off of You,” the beer-drinkers that populate this Guinness-filled bar are a hopeful image of a renewed vigor for the holiday. Keeper’s Heart Whiskey Like many holidays, St. Patrick’s Day has certainly evolved under the influence of American culture—from its establishment as a day of remembrance for the Christian missionary in the seventeenth century, to Chicago’s green-dyed river. As such, the people aren’t happy that Master Distiller Brian Nation defected last year from his hometown Cork for Minneapolis to start the Keeper’s Heart whiskey brand out of O'Shaughnessy Distillery. In its first ad campaign, from AOR TDA Boulder, Keeper’s Heart brings a message from the people of Ireland for their famed whiskey connoisseur. The resounding sentiment is: “Go f--k yourself, Brian!” This phrase and similar words of dismay are shouted throughout pubs, on fishing boats, by a blacksmith and a school librarian. Tullamore D.E.W. Irish Whiskey Another Irish whiskey—Tullamore D.E.W.—is trading alcohol for education. The brand is facing a widespread issue head-on: how to properly spell "St. Paddy." Partnering with meat personality Pat LaFrieda, Tullamore D.E.W. released the ultimate hamburger for Spelling Bee hopefuls, called the “St. Paddy’s Day Patty.” For $84.99, each kit includes 12 patties, 2 shot glasses, a beanie and a recipe card featuring a Drizly code redeemable for a bottle of Tullamore D.E.W. whiskey. Because after drinking a festive bottle of whiskey, spelling will surely be on the mind. Ad Age A-List 2022 Best agencies of the year, ranked Top production companies to know about Definitive rankings of advertisers and agencies Dole Food Company, Inc. While many are prepping to cut loose and indulge in hearty meals and tall brews, Dole is providing alternatives for the more health-conscious. Part of its “Healthier by Dole” series that launched last month, the company’s St. Patrick’s Day menu features 10 festive dishes made from plant-forward ingredients. The recipes, which can be found on Dole’s blog, include a gluten-free shepherd’s pie, avocado green smoothie, vegetarian tart and vegetarian “Slimesicle.” Maybe it’s a good year to not wake up regretting your choices on March 18th. Lucky Charms Lucky the Leprechaun certainly has surprises in store for his favorite holiday. Perhaps the most extensive campaign on this list, Lucky Charms cereal is betting its pot of gold on this year’s holiday with a five-part St. Patrick’s Day campaign from Anomaly. Starting with the cereal itself, a limited-edition box of cereal that turns milk green hit shelves this year. And the sweet treats don’t end there—through March 31, Cold Stone Creamery will offer Lucky Charms ice-cream topped with gold glitter and the cereal’s marshmallows. But don’t just put the party in your belly! Make your eyes match too with a Charms-inspired makeup collection (it’s marshmallow scented!) from Morphe. Plus, shamrock your toes with limited-edition Lucky Charms Crocs with matching Jibbitz charms. Finally, wrap up the evening with storytime. “The Magic Inside,” Lucky’s new book, doesn’t refer to the tummy ache one might feel after a box of cereal and decked-out ice cream, but the story of how the iconic mascot discovered the magical and non-magical ways he’s special inside.

How brands are celebrating St. Patrick's Day

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