Facing the challenge that Irish beer brands have an emotional advantage on St. Patrick's Day, Heineken launched an outdoor campaign to embed itself into the celebration. The objective was to transform Heineken into a top-of-mind choice by leveraging the holiday's most recognisable symbols through creative outdoor advertising. The strategy involved high-visibility placements and engaging visual designs that portrayed Heineken pints dressed in festive green, directly connecting with the celebratory and inclusive spirit of St. Patrick’s Day.

The impact of 'Irish-ish for a Day' was profound. Millions of Heineken pints were turned across the US, both by Irish nationals and Irish-ish beer drinkers. The campaign was featured on a billboard, print publications, and global and local social media channels. Engagement soared as consumers shared their St. Patrick's experiences drinking Heineken across social media platforms. This not only altered consumer behaviour on the day itself, encouraging the choice of Heineken over traditional Irish beers, but it also enhanced the brand’s perception as fun and adaptable. The campaign significantly outperformed its objectives, boosting Heineken’s sales and market presence during one of the most competitive times for beer brands.