The day is finally here. An excuse for Australians to wear green and consume more alcohol in one day than they probably have so far this year.
If you haven’t seen the bright green and orange balloons outside your local pub on your commute to work this morning, then you would’ve seen the campaigns from Magners dotted around Australia.
B&T has taken a look at the variety of booze brands catching the eyes of those in green and making Australians eager to head to their local watering hole after work.
Leaning into its Irish roots, Magners Irish Cider have launched a campaign that makes its cider synonymous with St Patrick’s Day, with a striking macro visual of an ice-cold pint of Magners that creatively doubles as the Irish flag.
From far away, it’s something you don’t notice immediately, but the closer you get you see the orange beer appear to have bubbles, and the white stripe with a foamy texture to it.
The visual features across out-of-home and digital placements, via creative agency Good Drinks Australia, with contextualised executions designed for hyper-targeted media placements – including on a mobile billboard stationed in Sydney’s famously Irish suburb of Coogee (affectionately known as “County Coogee”), asking “where’s the craic County Coogee?”.
The campaign coincides with a significant surge in Irish immigration to the country that has reached its highest level in over a decade. Today, roughly 30 per cent of Australians claim some Irish ancestry, which helps explain why the celebrations have grown into one of the biggest social events on the pub calendar.
However, because the celebrations fall on a Tuesday this year, and much of the brand’s target audience will be at work, Magners took it a step further by launching a second campaign: “The Irish Exit”.
The term, often used when slipping away from an event sneakily, has been used by Magners to encourage people to make their Irish Exit from the office and head to a nearby Irish pub to celebrate St Paddy’s day the real Irish way: with a cold Magners cider in hand.
Guinness is promoting ‘Split the G’ challenges this week, across several Australian pubs, aiming for high engagement with Gen Z audiences.
Across social media, ‘Splitting the G’ has become a viral TikTok and Instagram trend where people take a large first sip of a pint of Guinness, attempting to make the level of liquid in the glass drop exactly to the middle of the ‘G’ in the Guinness logo on the glass.
Today, pubs and venues all across Australia will be rewarding beer-lovers if they successfully split the G. Below are some of the bars taking part.
- Sydney & NSW
Merivale Venues: A massive, city-wide challenge is running at most Merivale pubs until March 17th. If you nail the split, you get a $10 discounted pint.
Included Venues: Hotel CBD, Norton’s (Leichhardt), Royal Bondi, The DOG (Randwick), The Vic On The Park, The Newport (Arm’s Bar), Establishment, Coogee Pavilion (Ground Floor), The Alex, The Paddington, Three Weeds, Allawah Hotel, Angel Hotel, Beresford, Collaroy, Grand Hotel, Hotel Centennial, Queens Hotel, Royal George, Tennyson, and Wynyard.
Other venues include Royal Albert Hotel (Surry Hills), Garden Hotel (Dubbo) and Pittwater RSL. - Melbourne & VIC
Rogue Squire (Wheelers Hill): Hosting the official Split the G challenge, with prizes and golden tickets to be won.
Grand Warrandyte: Promoting the Split the G challenge on social media in the lead-up to the 17th.
Para Hills Community Club: Hosting a 4pm-late party with a “Split the G” challenge offering a chance to win $100.
The Norwood: Celebrating with $10 Guinness and festive celebrations.
If you’re reading this and notice the office has started to feel a little emptier this afternoon, there’s a good chance a few workers have already made their Irish Exit and headed straight for the nearest pint.
