GREEN WITH WHIMSY
Brands embrace St. Patrick’s Day with creativity
In honor of St. Patrick’s Day today, Cassandra wanted to share some of the unique and exciting initiatives brands are doing to celebrate. Despite a year of fluctuating quarantine restrictions and social distancing requirements, brands want consumers to know just how important it is to find time to celebrate this year - even if it’s still virtual. Please read below to learn about some brands who are tapping into the whimsical spirit that defines St. Patty’s Day.
JAMESON PAYS YOU TO TAKE OFF WORK
Talk about understanding the needs of their consumers. According to a recent survey by IPX, 56% of Americans have not used their vacation days since the pandemic started. To address this PTO crisis, beverage brand Jameson is paying 1,000 people $50 to take SPTO (St. Patrick’s Time-Off, that is) from work and use it to fund their St. Patty’s day festivities. The company takes their concept a step further by providing consumers with clever OOO messages and images. Jameson wants consumers to celebrate safely at home, including a virtual global concert, a “Hometainment” kit to create an at-home bar experience and a range of fun cocktail recipes.
NIKE AIR MAX 90
An update to the coveted release of the St. Patrick’s edition of Air Max 90s in 2007, Nike is celebrating the holiday this year with a new, lucked-up version of the Air Max 90. This year’s celebratory retro footwear features varying shades of green, metallic gold accents, Air Max branding, and embossed shamrock graphics. These $130 sneakers dropped March 12th and sold out pretty much immediately.
LUCKY CHARMS BRINGIN’ BACK THE MAGIC
With all the nostalgia-based food trends brought on by the pandemic, you might be craving some “magically delicious” Lucky Charms this St. Patty’s day. The original cereal is getting a limited-edition green makeover featuring clover charms that will turn consumers’ milk green. Talk about having fun with your food! And for consumers who can’t get enough of Lucky (the brand’s iconic Leprechaun character), the brand is extending their rainbow path to another format for celebration - Lucky’s CharmWorld by Candy Land game, created in partnership with Hasbro, Inc. For this pot of gold, we’re sold.