Strategy and Execution: The chain, Carlos Murphy's caters to young adult in 16 geographic markets. A St. Patrick's Day promotion was a natural for the bars which were billed as "Irish-Mexican cafes." Posters announcing the "Celebrate St. Patrick's Day" promotion invited patrons to reach into the Leprechaun's pot of gold and take a gold coin. Prizes such as food discounts or free drinks corresponded to the number on the coins and could be redeemed on future visits, thus encouraging repeat business. In the pot were two coins without numbers, and those lucky enough to pick these could redeem them for a gold Krugerrand. The promotion theme was augmented by fuzzy stick-on creatures that were distributed to customers. Other media used were local newspaper and spot radio.