W+K London Creatives on Replacing Guinness with Kahlúa This St. Paddy’s Day

People tend to associate St. Patrick’s Day with pints of Guinness, but coffee liqueur brand Kahlúa is doubling down on its mission to make espresso martinis a staple instead. The brand has introduced the ‘Schneaky Espresso Martini Glass’, which allows non-stout drinkers to go undercover and blend in while sipping their preferred cocktail of choice.

Wieden+Kennedy creatives Freddy Taylor and Philippa Beaumont sat down with LBB’s Olivia Atkins to talk about how they landed on this campaign idea, how it builds on last year’s activation, and the power of parody in pulling off this mischievous stunt.


LBB> What was the brief from Kahlúa on this campaign? And how did you land on its creative direction?

Freddy & Philippa> To continue cementing St. Patrick’s Day as a new drinking occasion for Kahlúa Espresso Martinis.
If last year was all about proudly ordering an espresso martini in a sea of stout drinking, this year’s inspiration was the opposite: going undercover and infiltrating the inner sanctum of stout without anyone noticing. When 64% of drinkers have felt the need to order a certain drink to fit in, and nearly half (42%) fear they might be judged for choosing a cocktail over a pint on St. Patrick’s Day, it felt like a ripe opportunity as the black and creamy underdog to offer an alternative, the ‘Schneaky Espresso Martini Glass’.

LBB> What was the inspiration behind the design of the Schneaky Espresso Martini Glass?

Freddy & Philippa> There’s only really one drink that dominates the 17th of March. Fortunately for Kahlúa, espresso martinis look a lot like them. There was only one problem… the pint volume it comes in. We started with the perfect stout glass, got the paints out, and then brought in glass-blowing extraordinaires Salt Glass Studios to develop multiple prototypes.

LBB> How did you approach balancing humour with authenticity in the campaign’s messaging and content?

Freddy & Philippa> From dressing everyone to look like stout and finding black and white sheep, to exotic orange-beaked birds and using well-known Irish stout drinkers, we’re in a rich world of parody. We hope by welcoming people to a world that feels unmistakably Irish and stouty, the rugpull hits even harder.

LBB> What was the selection process behind bringing TikTok talent Tadgh & Derry on board for the campaign, and how does their involvement align with Kahlúa’s brand personality?

Freddy & Philippa> It’s important that everything felt as authentically Irish as possible. The energy those two brought last year made the campaign. Their cheek and mischief are infectious and made them perfect for an even schneakier sequel.

LBB> Why did a giveaway feel like a suitable part of the campaign?

Freddy & Philippa> We wanted as many real people as possible to drink behind stouts’ back this past weekend, so giving pubs the glasses to give out for free felt essential. Just ask for a ‘schneaky espresso martini’ at O’Locclainn’s in County Clare, Ireland, and The Howl at the Moon pub in London.

LBB> How does this campaign build on or evolve from last year’s St. Patrick’s Day campaign while maintaining a cohesive but fresh brand narrative?

Freddy & Philippa> It’s hard to gatecrash an established drinking occasion and feel like you belong there. But by ensuring we aimed to be as authentic as possible to the day itself, entertain people, and Poke the black and creamy bear, it meant we could begin to. The consistency comes from Kahlua’s brand platform, ‘Stir Up‘. It means we can show up boldly and dramatically in so many surprising and different places, year in, year out.