Guinness tries to make St Patrick’s Day relevant for Singapore by celebrating ‘Pat’

For St Patrick’s Day in Singapore, Guinness is running a promotion that seeks to celebrate everyone who has the name Pat.

Created by Iris Singapore, ‘All Hail Patricks’ rewards everyone with the name Pat – including Patricks, Patricias and Ah Pats – with a series of discounts and perks through the month of March from ride ordering service Grab, grocery service Redmart and on Guinness pints at participating bars.

Even those without the name Pat or without friends called Pat can participate by signing up on a special website created for the promotion.

The campaign will be activated across digital, social, OOH, social videos, and PR.

Iris Singapore’s regional head of planning Mark Hadfield acknowledged that St Patrick’s Day is far from being an iconic celebration for Singaporeans.

He said: “Guinness may be an iconic brand and St Patricks Day may be an iconic celebration for the ang mohs [white people], but ask Singaporeans to celebrate St Patrick’s Day and they don’t really know why they should.

“So how do you bring Singaporeans together to celebrate something they don’t understand and have no link to? Honesty.

“There isn’t a link between most Singaporeans and St Patrick, but there is between most Singaporeans and a Patrick… or Pat… or Ah Pat. So let’s celebrate by bringing them all together for the big Pat Party.”

Speaking about the promotion, Guinness Asia-Pacific marketing manager Sabina Godri added: “Guinness has grown St Patrick’s Day over the last five years in Singapore, and we now want to approach the conversation from a different, more localised lens.

“The festival experience is now relevant and finally complete with the Pats and Patricks of Singapore getting together celebrating over pints of Guinness.”


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