MUMBAI: Every year, the 8th of March becomes a big day for brands, because it is an opportunity to showcase their personality through International Women’s Day.

While most brands do something clever, some go the whole nine yards to genuinely add value to the lives of the women they reach.

This year, The Irish House has done both, and done so beautifully.

With a simple tweak in their bar menu, the pan-India gastropub subtly embedded a powerful message, delivering a poignant and enlightening experience for those who walked in to any of their outlets in the country.

In partnership with their digital marketing agency, White Rivers Media, they broke the stereotype that women only drink certain types of liquor. But rather than do something over the top and grand (as brands are wont to do on tent-pole days), they chose a less intrusive but more impactful path to breaking clutter and adding cultural value.

The communication started two days before International Women's Day 2019, when The Irish House uploaded an album on their social media of title pages inside their bar menu. This intrigued their digital audience, and the conversation continued with a post the very next day, announcing all-day happy hours for women at all of their outlets. 

On the 8th of March itself, patrons walking in for a drink noticed something different about the bar menu. Every title page in the menu, in every outlet in the country, had been converted from a word to a sentence that highlighted the fact that when it comes to alcohol, balance is better (the theme for International Women’s Day 2019).

Here are what The Irish House’s bar menu title pages bore for International Women’s Day:

Who said WHISKY & SCOTCH are only for men?

Who said COCKTAILS are only for women?  

Who said women can't chug BEERS?

The same LIQUEURS for the Mister and the Miss!

She gets as hungover from SPIRITS as he does.

She prefers WINE, so does he!