March 17 is the day of the year that we dye ourselves green and commune with the Irish in celebration of Saint Patrick’s Day. This is a day when small businesses to multinationals see the perfect opportunity to develop campaigns that attract a diverse audience during this fun holiday. But how do you create advertising content that resonates across cultures without disrespecting Irish culture through cultural appropriation? Read on for some examples of multicultural marketing launched for St. Patrick’s Day.
The Symbolism of Wearing Green
The traditional color associated with St. Patrick’s Day is green, and wearing something green has become essential to celebrating the holiday. The color green symbolizes luck or good fortune, and it is said that wearing something green will bring you luck throughout the year. It has also become a tradition to pinch anyone who isn’t wearing anything green to remind them that they must be lucky!
Themed products and gifts
St. Patrick’s Day provides an opportunity to create special edition products. For example, Dunkin Donuts released a limited edition “Irish Creme” coffee flavor that was only available in March. This clever marketing move allowed them to capitalize on this Irish celebration while offering something new and exciting for customers.
McDonald’s Clover Shake
Regarding St. Patrick’s Day advertising, McDonald’s has had its luck. The fast food giant has been promoting the iconic Shamrock Shake since 1967, when a Connecticut McDonald’s owner Hal Rosen made the delicious mint shake to celebrate St. Patrick’s Day, making it one of the older campaigns! in marketing history!
McDonald’s has also ensured its marketing efforts appeal to as broad an audience as possible; therefore, they go big in their tactics. For instance, the Shamrock season was more significant than ever when On St. Patrick’s Day in 2010, the “World’s Largest Shamrock Shake” (24 feet tall) “dumped” into the Chicago River. In leveraging the city’s long tradition of dyeing the river green and aligning the Shamrock Shake with this iconic event, McDonald’s created an even stronger connection between the shake and St. Patrick’s Day.
Guinness’s “Surging Together”
Guinness’s “Surging Together” beer ad campaign, which debuted in 2021, encourages communities to gather to celebrate St. Patrick’s Day despite the ongoing COVID pandemic.
Guinness used a series of brief videos to demonstrate how individuals from all areas and neighborhoods came together to celebrate St. Patrick’s Day safely and responsibly. In addition to the videos, Guinness created a series of virtual events, including a parade, pub quiz, and virtual Irish dance party. These events were designed to give people a way to celebrate from the comfort of their homes while still feeling connected to their communities.
St. Patrick’s Day is an excellent opportunity for businesses looking to gain brand exposure and increase sales during March, and as we can see with these examples, there are many creative ways to do it; from introducing unique edition products to massive advertising campaigns in traditional media and leveraging social media platforms, the possibilities are endless, and you might find yourself experiencing the Luck of the Irish in your multicultural customer reach!
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