It’s St Patrick’s Day. Tradition wants you to have a stout. But what if that’s not what you want? Wieden + Kennedy and Kahlúa have solved the pressure to bow to convention with their Schneaky Espresso Martini Glass – a hand-blown glass designed to disguise an espresso martini as a pint of stout.
Research shows that 64% of drinkers have felt pressured to order a certain drink to fit in, and 42% fear judgment for choosing a cocktail over a pint on St. Patrick’s Day. Kahlúa’s glass stunt solves the angst.
The Schneaky Espresso Martini Glass is available exclusively at select UK and Ireland pubs on March 17, and free by ordering it with a secret code word at the bar.
The Wieden+Kenndy London idea, produced by its in-house production studio, WracK, follows last year’s viral St. Patrick’s Day success, which drove a 300% sales uplift in espresso martinis over the holiday weekend.
The campaign teamed up with Irish TikTok sensations, Tadgh & Derry and 3bucksleft, for a humorous reveal video, directed by Freddy Taylor and Philippa Beaumont, while devout stout drinker, James Haskell, joined the fun to prove that even the most loyal stout fans can sip in disguise. Wieden + Kennedy and Wrack also made an Apple-esque product demo film to launch the martini glass.
Craig van Niekerk, VP of marketing for Kahlúa, stated, “No one should feel pressured to drink stout this St. Patrick’s Day, so why not slainté sneakily with our Schneaky Espresso Martini Glass. At Kahlúa, we’re always looking to stir up traditions with a touch of fun, and ensure everyone gets to celebrate the shamrock festivities with a drink they enjoy – even if it’s on the sly.”
Freddy Taylor and Philipa Beaumont, creative directors at Wieden+Kennedy London, added, “We’re aiming to make St. Patrick’s Day a major espresso martini drinking occasion, so we’re back again to steal some of the green limelight from the other black and creamy beverage.”
Credits
Client: Kahlua
Vice President: Craig Van Niekerk
Creative Director: Filip Kiisk
Social Manager: Don Cheney
Communications Director: Gaia Gilardini
Content Managers: Ned Paterson & Elisabeth Groening-Wall
Marketing Manager: Sarah Witwoet
Brand Managers: Ciaran Hayes & Andrew Dunphy
Creative Agency: Wieden+Kennedy London
Chief Creative Officers: Ana Balarin & Hermeti Balarin
Creative Directors: Freddy Taylor & Philippa Beaumont
Creatives: Charlie Hood & Liam Abraham
Group Account Director: Ollie Pym
Account Director: Mychel Peoples
Account Manager: Louis Haines
Communications Director: Anjali Patel
Planner: Melanie Eckersley
Chief Strategy Officer: Dan Hill
Strategy Director: Brian Ritter
Print Producer: Lucy Edwards
Heads of Production: Rich Adkins & Amy Leach
Business Affairs Director: Helena Tomas
Business Affairs Manager: Alex Coomer
Design Director: Phil Rosier
Studio Director: David Brodie
President: Ryan Fisher
Production: WracK
Directors: Freddy Taylor & Philippa Beaumont
Executive Producer: Anna Neilson
Producer: Emma Wellbelove
Production Manager: Aoife Leonard
Director of Photography: J.P. Quill
Production Designer:Jenny Owens
Stylist: Andreas Näslund
1st AD: Darragh O’flanagan
Post-Production: Rascal
Editor: Phil Ashley
Colourist: Dan Levy
Sound: Rascal
Sound Designer: Izaak
Music: Twenty Below Music
Arranger: Guy Farley
