From dye to doughnuts ... promoting St Patrick's Day
From dye to doughnuts ...
To celebrate St Patrick’s Day intern Tom Butler has compiled a brief list of his favourite ways brands have maximised their advertising, marketing and PR capabilities in regards to this legendary Irish day which is popular around the world.
Cities of Chicago and Tampa go green
Not really a brand exercise, but a very effective marketing campaign nevertheless. In America, two Emerald Cities decided they would dye their respective rivers so green that even the Wicked Witch of the West Elphaba would be proud.
Rugby team in hair-raising tackle
It is said that pacific islanders such as Tonga, Fiji and Samoa are the most naturally gifted rugby players you’ll find anywhere. They do not, however, have the same financial power as European giants such as England or France. Therefore, the Tongan national team decided in a marketing bid to team up with Irish bookmakers Paddy Power.
The stunt was simple in premise - every player was to dye their hair green. While the stunt was initially agreed, at the last minute it was decided that the Tongans would not take part in this marketing escapade … but not before Tongan stars Epi Taione and Hudson Tonga'uiha had already gone green.
Granted this isn’t a St Patrick’s Day promotion, but it was a hair-raising brand exercise all the same.
Snap happy Jameson
Irish whiskey giants Jameson have launched a more conventional marketing tactic for their contribution to St Patricks Day - their own Snapchat filters.
The first message runs from the beginning of the day on March 17 till 5pm and reads: “Forgot my green, this filter counts.” After 5pm the filter will change to: “Cheers!”
Glazed green goodness from Krispy Kreme
Krispy Kreme is also offering a tasty promotion for St Patrick’s day this year in regards to their “O'riginal” Glazed Doughnuts.
Diners are asked to show how they are enjoying the green doughnuts by using the hashtag #greendoughnuts.
However, consumers only get one day to show their affection for this sweet treat as the product is only on sale for St Patrick’s Day itself and that’s it.
When asked about the name change for this iconic staple, Jackie Woodward, Chief Marketing Officer, said: “St. Patrick's Day is the perfect occasion to change the colour of the Original Glazed. We've never done it. But in this instance, it's fun and joyful, just like the holiday."
We very much agree and hope everyone has a fun and joyful St Patrick's Day this year!