Every March 17th, brands worldwide jump at the chance to sprinkle a little Irish luck onto their marketing campaigns. Even if your brand doesn’t have a direct connection to Ireland, that doesn’t mean you can’t get in on the action. Some of the best St. Patrick’s Day campaigns have come from brands that got creative, thought outside the box, and found unique ways to engage their audiences.

Let’s take a look at some of the most memorable St. Patrick’s Day marketing campaigns ever, and why they struck gold.

Guinness & Carhartt: A Perfect Blend of Tradition and Storytelling

Every year, Chicago turns its river a bright, shamrock green to celebrate St. Patrick’s Day. But have you ever stopped to think about who actually does it? Guinness and Carhartt answered that question in a heartwarming, nostalgic campaign celebrating the plumbers of The Chicago Journeyman Plumbers Local Union 130.

Not only did the ad shine a light on the unsung heroes of St. Patrick’s Day in Chicago, but it also tapped into a rich history - the tradition was actually started by plumbers in 1962. The result? A campaign that blended Irish nostalgia, community appreciation, and great storytelling. Plus, the partnership between Guinness (arguably the most iconic Irish beer brand) and Carhartt (a brand synonymous with hard-working tradespeople) was a match made in marketing heaven. 

Why it worked: Authenticity, emotional storytelling, and a celebration of real people behind the holiday’s traditions. 

Cadbury: Bringing Back the True Irish Spirit

While most brands go all-in on green, Cadbury decided to take a different approach for St. Patrick’s Day 2023. Their campaign, “Be a Cadbury Daymaker,” encouraged people to spread kindness and joy by doing something nice for someone else. 

Rather than pushing a product or running a generic holiday promo, Cadbury leaned into the spirit of generosity and warmth - values deeply embedded in Irish culture. Dubbed an ‘anti-formula’ campaign, it stood out in a sea of predictable marketing efforts by making the holiday about more than just buying things. 

Why it worked: It tapped into a deeper emotional connection, reinforcing Cadbury’s brand values while staying true to the essence of St. Patrick’s Day.

Kahlúa: The Espresso Martini That Took on Guinness

When you think of St. Patrick’s Day drinks, Guinness is usually the first thing that comes to mind. But Kahlúa decided to shake things up (literally) by offering an alternative: the espresso martini. Their boldest move? Last year they parked a branded van right outside the Guinness Factory in Dublin. This year they’ve designed a glass to look like a pint of stout while secretly holding an espresso martini. Hilariously brilliant.

This is a cheeky, confident campaign that played on the idea that not everyone loves stout, and that’s okay. With the rising popularity of espresso martinis, it was a timely and clever way to insert themselves into the St. Patrick’s Day conversation while standing out from the crowd. 

Why it worked: It was playful, disruptive, and capitalised on a growing cocktail trend in a way that felt fresh and unexpected.

M&S: Colin the Caterpillar Joins the Party

The cult favourite cake from M&S is well known for getting on board with festivities, and this was no different. In 2022, Colin transformed into a St. Patrick’s Day mascot, and the limited-edition product has run every year since! By tapping into an already beloved product and giving it a festive twist, M&S ensured Colin remained relevant and desirable for every seasonal celebration. 

Why it worked: It leveraged an iconic brand mascot, created a sense of exclusivity with a limited-edition product, and played into the fun, lighthearted nature of St. Patrick’s Day.

Jameson: St. Patrick’s Eve

In 2024 St Patrick's Day fell on a Sunday. Jameson Irish Whiskey took a bold step by introducing St. Patrick’s Eve, a new holiday on March 16th, the day before St. Patrick’s Day. The idea? Encourage people to celebrate on Saturday so they can enjoy themselves without worrying about work the next morning.

To bring this to life, Jameson planned a huge experiential activation in New York, including dropping the Times Square Ball, a stunt typically reserved for New Year’s Eve. The campaign also featured digital videos with Saturday Night Live stars Colin Jost and Michael Che, marking their first-ever brand partnership. The duo even hosted the Times Square event, reinforcing the fun and celebratory nature of the campaign.

Why it worked: It was innovative, created a new tradition, and leaned into consumer behaviour by making it easier for people to celebrate without consequences.

Key Takeaways: What Makes a Great St. Patrick’s Day Campaign?

So what do all these campaigns have in common? They weren’t just about slapping a shamrock on a product and calling it a day. Instead, they:

1. Told a compelling story: Whether it was celebrating hardworking plumbers or encouraging acts of kindness, the best campaigns go beyond just selling a product.

2. Took a unique angle: Cadbury avoided the clichés, and Kahlúa dared to challenge the status quo.

3. Tapped into emotion: Nostalgia, generosity, humour. Each campaign connected with audiences on a deeper level.

4. Stayed true to brand identity: Whether it was Guinness embracing its Irish roots or Cadbury leaning into warmth and generosity, these campaigns felt authentic to the brands running them.

So if you’re planning a St. Patrick’s Day campaign, take a page from these marketing legends. Now, who’s up for an espresso martini?

Speaking of bold marketing moves, if you want to level up your marketing strategy, join Fabric and gain instant access to 1-1 coaching sessions with a dedicated expert marketing practitioner, monthly masterclasses, a place on our award-winning Master Strategy Programme, where you will build a complete marketing strategy and so much more. Download the brochure today.

Like this? Sign up to our newsletter and get the latest tips, guides and advice delivered straight to your inbox.