There’s nothing quite like the creeping hangxiety of St. Patrick’s Day—that foggy sense of unease that rolls in around March 18th, as you scroll through your camera roll wondering if that Guinness-fuelled campaign idea was ever actually signed off… or if you dreamt it somewhere between the second and sixth pint.
Somewhere in that dim and distant stout-soaked haze, I remember one campaign that actually worked—and worked well.
Back in my agency days, we had an Irish themed pub chain client and every year, as St. Patrick’s Day clinked glasses with the Six Nations, we’d raise more than just a toast.
The calendar served up an open goal: rugby, revelry, and rivers of Guinness. All we had to do was not drop the ball (or the pint).
Our idea? Turn Guinness into a canvas.
We created a line-up of pints, dyed and decorated to replicate the national flags of the Six Nations teams.
England’s St. George cross. Scotland’s saltire. Italy’s green-white-red. And of course, Ireland’s own green-white-orange—not to be confused with the French tricolour, thank you very much.
The result was a striking, photogenic moment that celebrated both sport and culture, without feeling like a forced brand play.
Now this was pre-social media (what?? Marketing existed then Greg? Yes.
So people didn’t share it as we would now – now that would have been epic! However, the press photos flew around the media swifter than a French winger on a fast break. It was seasonal, but not surface-level. Branded, but not brash. And crucially—it felt fun.
Lessons in leveraging a cultural moment
Every brand loves a seasonal hook, but far too many lean on clichés or lazy execution. A bit of green confetti and a #LuckyYou hashtag won’t cut it anymore. What does cut through?
1. Know your audience.
The campaign worked because it tapped into real passions—rugby, pubs, and a big national moment. It wasn’t about reaching everyone, just the right people, in the right setting.
2. Make it visual.
In the age of scrolls and swipes, a good image can do more than a dozen press releases. The Guinness pints told the whole story in one frame. No headline required.
3. Don’t force the fit.
If your brand has nothing to do with Irish culture, rugby, or revelry—don’t wedge it in. Find moments that align with your values or customer mindset. Or create your own traditions.
4. Plan, plan, and then plan again.
Cultural calendar moments feel spontaneous, but the best ones are usually plotted months in advance. You need time for concepting, buy-in, production, and (if Guinness is involved) a test pour or two.
No luck required
It’s tempting to think these campaigns are just about being in the right place at the right time. But let’s not kid ourselves.
The best St. Patrick’s Day activations aren’t the result of divine intervention or a leprechaun whispering creative into your ear—they’re the result of smart, strategic planning. A sharp idea, a solid brief, and an eye for cultural timing.
Because when you do that?
You don’t need the luck of the Irish.
Just a good idea. And maybe a steady pouring hand.