Kahlúa Goes Undercover for St. Patrick’s Day with Schneaky Espresso Martini Glass
Wieden+Kennedy London is back with another bold St. Patrick’s Day campaign for Kahlúa - this time with a cheeky solution for cocktail lovers facing “St. Patrick’s Day pressure” to drink stout.
The Schneaky Espresso Martini Glass is a hand-blown glass designed to disguise an Espresso Martini as a pint of stout. Research shows that 64% of drinkers have felt pressured to order a certain drink to fit in, and 42% fear judgment for choosing a cocktail over a pint on St. Patrick’s Day. Kahlúa’s latest stunt lets them sip undercover.
Available exclusively at select UK and Ireland pubs on March 17th, punters can score a free Schneaky Espresso Martini by ordering it with a secret code word at the bar.
The idea, developed by W+K London and produced by our in-house production studio, WracK, follows last year’s viral St. Patrick’s Day success, which drove a 300% sales uplift in Espresso Martinis over the holiday weekend.
To bring the campaign to life, W+K and Kahlúa have teamed up with Irish TikTok sensations Tadgh & Derry and 3bucksleft for a hilarious reveal video (directed by Freddy Taylor and Philippa Beaumont), while devout stout drinker James Haskell joins the fun to prove that even the most loyal stout fans can sip in disguise. We even made an Apple-esque product demo film to launch the martini glass.
Craig van Niekerk, VP of marketing for Kahlúa said, “No one should feel pressured to drink stout this St. Patrick’s Day, so why not slainté sneakily with our Schneaky Espresso Martini Glass. At Kahlúa, we’re always looking to stir up traditions with a touch of fun, and ensure everyone gets to celebrate the shamrock festivities with a drink they enjoy - even if it’s on the sly.”
Freddy Taylor and Philipa Beaumont, creative directors at Wieden+Kennedy London, said, “We’re aiming to make St. Patrick’s Day a major Espresso Martini drinking occasion, so we’re back again to steal some of the green limelight from the other black and creamy beverage.”
