BAREFOOT: BLESSED BY PATRICK

(Young Shits Brief March/April 2026)

Brief
Convince St. Patty-ers to buy Barefoot Wine on this beer-centric holiday. 

Insight
For festivities like St. Patrick’s, it’s all about fitting in and following tradition ( i.e. peer pressure).

Idea
We liberate the world from Beer Pressure with the ultimate and holiest of approvals.


Introducing

As St Patrick isn’t available, we’ll get the next best thing. 
We’ll recruit all the Patricks active in churches, and have them bless bottles of Barefoot Wine.




The “Blessed by Patrick” bottles will be instantly recognisable thanks to a special sigil, 
identifying where and by which Patrick they are blessed.
 



Getting your hands on a bottle will be easy. 
The Patrick Finder app will map out all the closest Patrick-operated parishes, so you can immediately find the closest one.






On parade day, we’ll perform another miracle. 

The Miracle Machine, containing its own automated Patrick, will transform all unwanted beer into wine.
Simply place any unwanted beer container in the machine and see a Barefoot wine bottle come out the other side.

We’ll share the word of Patrick(s) with targeted Instagram and Facebook ads, all highlighting holy truths on why wine beats beer.
These will also be shared with tactical OOHs in pubs, bars and their toilets. 
Right where beer pressure hits the hardest.

For the fanatics, we’ll resurrect the trend of the Stanley Cup with the holy grail of vessels: the Stanley Chalice
A limited edition collectable, pint-sized & parade-proof!