You don’t have to be a traditional “Irish” brand to capitalize on this well known holiday, where eating and drinking in general are what’s heavily promoted. Every brand from the legit-Irish Guinness to not-ordinarily-so-green food brands and retail outlets, are promoting getting their shamrock on with sincerity. Brands are finding ways to make themselves relevant to consumers by participating in this happy occasion in their own ways, and sharing out via social media.
REALITY CHECK: It’s all about connecting to the people. And as long as its sincere and plausible, it can work. So, if you can make your consumer’s Irish eyes smile on this Happy St. Patrick’s Day, (or any other mainstream occasion) go for it!