"Feliz St. Patrick's Day" with Kahlúa
St Patrick’s Day is dominated by a black and creamy drink - the Stout. Today, Kahlúa, the world's leading coffee liqueur brand*, announced its plans to take over this year's St. Patrick's Day celebrations in the UK, Ireland, and the US with its own black and creamy alternative: the Espresso Martini.
St Patrick’s Day has long been synonymous with drinking stout. In fact, more than 13 million pints of the black and creamy drink are consumed worldwide every 17 March** (819% more than usual). But stout isn't for everyone, in fact, figures show that 60% of Brits*** would rather drink an espresso martini over a stout to celebrate St. Paddy’s. So it begged the question: what if Kahlúa encouraged people to drink what they’d prefer? Perhaps a cocktail that looks a lot like a black and creamy stout: The Espresso Martini.
Introducing "Feliz St. Patrick's Day"
In the week leading up to the big day, Kahlúa is hitting the streets with a bold digital out-of-home van and posters strategically placed outside Irish bars across cities in the UK and Ireland. If celebrators happen to come across The Evening Standard on Wednesday, 13th March, they may encounter a cover wrap that nods to stout. Plus, patrons of the St Paul’s branch of Dirty Martini will be able to get their hands on an ‘Incognito Espresso Martini Mini Pint Glass’ from 4pm Thursday on a first come, first served basis when ordering 2-for-1 Espresso Martinis this week.****
Accompanying the stunt is a humorous film directed by Oscar-nominated, Derry Girls director Michael Lennox and starring the beloved Irish TikTok father-son duo, Tadhg and Derry Fleming, and Ian Ryan, stout aficionado and founder of Beautiful Pints. The film, which will live on Kahlúa's Instagram and YouTube channels, introduces a fresh twist on the stout-heavy celebrations this St. Paddy's Day. From the remote setting, close-up drink shots, traditional Irish music, and many nods to stouts, every element of the film builds anticipation for a pint of stout, only to hilariously reveal it as an unexpected Espresso Martini.
“Feliz St. Patrick's Day,” created in collaboration with global creative agency Wieden+Kennedy London, will be further supported on social media with additional content videos by Tadhg and Derry Fleming, Ian Ryan, and former Irish Rugby player Rory Best. The activation comes on the heels of the brand's new brand platform, "Stir Up," which debuted in November 2023. The platform aims to capture the dramatic nature of Kahlúa, giving the brand a playful role in people’s lives—St. Patrick's Day being no exception.
Craig van Niekerk, global VP of marketing for Kahlúa, comments, “The people have spoken, and we’ve listened. 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.”
Craig continues, “Ultimately, we want everyone to celebrate St. Patrick’s Day in their own way with whatever drink they desire. 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!”
Speaking on the creative, Philippa Beaumont and Freddy Taylor, creative directors at Wieden+Kennedy London, say, "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. Who knows where Kahlúa will take us next, but we’re excited to stir more things up"
Charlie Hood and Liam Abraham, creatives at Wieden+Kennedy London, add, “It’s not every day you get to make an Irish stout ad for a Mexican coffee liqueur brand. Feliz St. Patrick’s Day!”
