St. Paddy's Day is dominated by pints of stout, but the truth is that many people would prefer to drink something else, specifically, Espresso Martinis.
On a day when everyone chooses the same thing to fit in, Kahlúa reminded them there was another black and creamy drink to reach for.
Inspired by the visual similarity, we crafted an idea that mimicked the world of a much bigger, more famous drink. We hijacked a day we usually don’t get a look in on and aimed to break through with a media spend that pales in comparison to our competitors.
We made a cheeky film poking fun at the day’s drinking traditions, collaborated with Irish comedy legends Tadhg and Derry Fleming, and ultimately legitimized our place on St Paddy’s Day. We even launched an iconic image that nodded to our famous competitor and gave away mini-pint glasses, allowing consumers to enjoy the Espresso Martini, incognito.
Most importantly, we got people to drink more Espresso Martinis, proving that St. Patrick's Day isn't just for pints!
