This St. Patrick’s Day, people are staying away from crowded bars and downtown parades in favor of social distancing.
It’s a tough reality for a holiday built around such a party atmosphere, but it doesn’t have to be a total bummer. Guinness and Carhartt want to bring as much of that St. Paddy’s fun straight to people’s homes, encouraging them to #MakeYourOwnParade.
“Throughout 2020, we saw the resiliency of hard-working people all around the world,” Janet Ries, vice president of marketing for Carhartt, said in a press release. “We’ve had to reinvent the way we connect and how we share experiences. So, while we’re still unable to celebrate in person, we encourage everyone to #MakeYourOwnParade share your celebrations in the safest, most connected and optimistic way.”
The two brands are doing this by launching a collaborative collection, featuring co-branded T-shirts, sweatshirts and hats, all with the “Work for the Better” tagline.
That tagline was first introduced in 2019 by Carhartt and Guinness as a way to raise money for first responders. Last year, the collection raised money for the Plumbers Union of Chicago, famous for dyeing the Chicago River green for St. Patrick’s Day.
“As a company rooted in a rich history of hard work and a reputation for quality, we couldn’t think of a more fitting partner to celebrate St. Patrick’s Day with than our friends at Carhartt,” said Nikhil Shah, Guinness brand director. “The holiday has taken on a new meaning for us this year and, with this new collection, we remain strong in our commitment to uplifting people and communities during this time.”
This is just another example of brands pivoting from event-centric promotions to at-home ideas. Sports teams relied on drop-shipping products to season ticket holders, and we saw multiple home tailgating kits. It’s also sort of like Tullamore Dew’s promotion to win a pub experience in the middle of the California desert (about as socially distant as you can get).
This last year has been hard for marketing events. That’s obvious. But brands and promotional marketers have shown immense creativity to reach their audiences without relying on in-person attendance.
Guinness and Carhartt are showing that you still have plenty to celebrate this year. You just have to do it from home.
