Kahlúa punks Guinness with its own fun St. Patrick’s Day campaign

Guinness has had a stranglehold on St. Patrick’s Day since time immemorial. But a new global campaign for Kahlúa in the U.K., Ireland and the U.S. suggests kicking the stout to the curb in favor of a different black and creamy beverage—the espresso martini. The ambush campaign from Wieden+Kennedy London includes out-of-home vans and posters placed outside Irish bars across cities in the U.K. and Ireland. There is also the amusing spot below, directed by Michael Lennox, which features the Irish TikTok father-son duo Tadhg and Derry Fleming, as well as Ian Ryan, founder of Beautiful Pints. The Evening Standard will also have a themed cover wrap today (March 13). The theme of the campaign is “Feliz St. Patrick’s Day,” a nod to Kahlúa’s Mexican heritage. While acknowledging that more than 13 million pints of stout are consumed every March 17 worldwide, Kahlúa comes armed with further data suggesting 60% of Brits would rather drink an espresso martini over a stout to celebrate St. Paddy’s (based on a survey of 2,000 adults earlier this month). “The people have spoken, and we’ve listened,” said Craig van Niekerk, global VP of marketing for Kahlúa. “It’s time to stir up St. Patrick’s Day and have everyone enjoy their drinks—and what better way than with a Kahlúa espresso martini? Kahlúa makes moments less mundane by adding a boost of playfulness, bringing something extra to the everyday.” “It’s not every day you get to make an Irish stout ad for a Mexican coffee liqueur brand. Feliz St. Patrick’s Day!” added Charlie Hood and Liam Abraham, creatives at W+K London. The St. Patrick’s Day stunt follows a W+K London campaign for Kahlúa last fall that starred Salma Hayek Pinault and featured over-the-top telenovela-style spots. That work asked viewers if they were bored of wine. “One minute we’re kicking down doors with a movie star; the next we’re coming for stout’s spotlight on St. Patrick’s Day,” said Philippa Beaumont and Freddy Taylor, creative directors at W+K London. “Who knows where Kahlúa will take us next, but we’re excited to stir more things up.” “Feliz St. Patrick’s Day” will include more videos in social media featuring the Flemings, Ryan and former Irish Rugby player Rory Best. “Ultimately, we want everyone to celebrate St. Patrick’s Day in their own way with whatever drink they desire,” Van Niekerk said. “Whether that’s a pint of stout, a dazzling espresso martini, or just a tall glass of water, it’s each to their own, right? We say salud and sláinte to everyone, no matter what drink you fancy.”

Kahlúa punks Guinness with its own fun St. Patrick’s Day campaign

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