When research revealed that both British and US drinkers were bored with drinking Guinness, Kahlua saw an opportunity to tackle the market leader head-on by showing more than one black and creamy drink to enjoy on St. Patrick’s Day.
Kahlua stirs things up by suggesting a cocktail on the biggest beer-drinking day of the year
Kahlua Feliz St. Patrick’s Day
The leading coffee liqueur brand globally, Kahlua’s marketing strategy relies on its rich Mexican heritage and a mission to “Stir Up” everyday drinks and occasions —everything from bedtime milk to coffee and a Friday night glass of wine. Targeting at-home drinkers, particularly women, telenovela-style executions have included Mexican American film star Salma Hayek declaring wine is boring.
When Kahlua’s research revealed that both British and US drinkers were bored by drinking Irish stout on St. Patrick’s Day, they saw an opportunity to target a broader, on-trade audience during the largest beer-buying event on the calendar. While well over 13 million pints of Guinness were consumed worldwide on St. Patrick’s Day, nearly a third of US drinkers surveyed drink it but don’t enjoy it and one in five think they’ll be judged for ordering a cocktail. Similarly, 64% of British drinkers have felt social pressure to drink a certain drink, and, nearly half fear they might be judged for not ordering a pint. Men in particular (42%) feel pressured to order a stout. With the Feliz St. Patrick’s Day campaign, Kahlua suggests revelers break with tradition to “Stir Up” the most Irish day of the year by ordering an expresso martini instead.
Created by Wieden + Kennedy, London, the 30-second commercial is set in a quintessential Irish pub on St. Patrick’s Day where a man named Arthur (Guinness, let’s presume) orders his “usual” from the bartender. Fellow pub-goers gawk in surprise, and celebrations screech to a stop when he is presented with a cocktail glass rather than a pint. It plays heavily on the distinctive assets of Guinness —including a squawking toucan on the wall. The pouring of the liquid and the final espresso martini looks just as “black and creamy” as the original. Arthur’s nonchalant bravado as he raises his glass makes the crowd smile and feel relieved before returning to the usual celebration. The campaign looks to challenge stereotypes and positions Kahlua as a playful, modern, versatile alternative to the norm, all while referencing the visual cues of the market leader.
Contagious Insight
What it means for agencies and brands
Imitation as a flattery strategy
Kahlua took a risk by mimicking Guinness’ distinctive brand assets but leveraging comparative advertising judiciously can strengthen market position. The risk was minimal compared to the potential reward of raising Kahlua’s profile and creating a new usage occasion for the brand. According to Zappi Admiration’s measure of brand recall and association, 50% of viewers correctly identified Kahlua as the brand in the ad, while 10% mentioned espresso martini. There was evidence of a small amount of brand confusion, with 7% mistakenly recalling the ad as being for Guinness, due to the ad’s playful use of Guinness-like cues. In terms of sales impact before seeing the ad, only 3% of people would choose Kahlua when next buying spirits; this rose to 22% after exposure, a 19% increase.
Surprisingly challenges the status quo with humor and a story arc
The campaign set out to challenge the traditional association of St. Patrick’s Day with Guinness by presenting Kahlua as an acceptable alternative for the occasion. Consumer feedback from Zappi showed viewers appreciated the ad’s humor, characters, and overall scenario, and they agreed it portrayed Kahlua as an unconventional but appealing choice.
Culturally relevant with authentic casting
Effective, contagious advertising is characterised by its ability to tell compelling stories, engage audiences emotionally, and remain relevant to cultural and social contexts. Using relevant and recognisable local talent including Derry Girls director Michael Lennox, Irish TikTok father-son duo Tadhg, and Derry Fleming, as well as Ian Ryan, founder of Beautiful Pints, adds truly Irish authenticity and believability to the campaign. Just as Salma Hayek embodies Mexico, this feels like an Irish campaign. Their brand heritage story using “Feliz” as a language play may be lost outside larger Hispanic markets like the US and with consumers unfamiliar with the brand.
Versatile campaign strategy
The St Patrick’s Day execution illustrates the versatility of the ‘Stir Up’ strategy. It allows the brand to leverage other major drinking occasions in unexpected ways and provides room for more creativity that challenges category norms.
