St. Patrick’s Day is less than two weeks away, and I have a hot marketing stat for you: 87 percent* of marketers have no tie to this holiday — what originated as an Irish religious holiday, mind you — so that means 87 percent of marketers shouldn’t be burning the midnight oil coming up with St. Patrick’s Day marketing campaigns.
“Awww, where’s the fun in that?!” you yell. “Everyone loves being Irish for the day!”
Fun fact: There’s more to being Irish than partying while wearing ridiculous green outfits. Green beer is not a thing, and ordering an Irish Car Bomb is never, EVER acceptable.
I know, I know, at this point you’re probably calling me The Authenticity Police or The Relevance Hound behind my back. But here’s the thing: I’m so over slapdash marketing campaigns jockeying for the low hanging fruit.
Don’t Be That Guy
So here are two St. Patrick’s Day failed campaigns to consider before you jump on the Erin Express, shared with love from a lady whose family is from Ireland … we’re of the Donegal Wards.
I’ve said it before, and I’ll say it again. Think before you do something. Think before you tweet. Research before you create a product. Otherwise, you end up looking like Nike and Bud Light.
However, the term Black and Tan is very different for the Irish, and when Nike tried introducing these shoes to that market, it didn’t go over well.
Why? “Black and Tan” is a derogatory term for a British parliamentary unit sent to squash the Irish rebellion in the 1920s that also led to many violent attacks against civilians. According to this Telegraph article, Nike apologized … but still. This could have been avoided.
And Bud Light? Yeah, well this is what happens when you tweet without thinking first:
Bud Light released this gem into the world in 2015, and it was met with backlash. The tweet was deleted, but the screw-up lives on. (And don’t even get me started on the #Upforwhatever hashtag … ugh.)
Perhaps you should leave the St. Patrick’s Day advertising to Guinness, Tullamore Dew, Discover Ireland and Jameson. And if you are going to be “Irish for the day” … do me a favor and don’t be a flaming eejit.
*Yes I made this up, but I’m sure you get my point.