CLIENT

Diageo

 

OBJECTIVE

The darkness of Guinness is often associated with Autumn / Winter. Make Guinness front-of-mind for beer drinkers during the Summer.

 

INSIGHT

A bright, new take on Guinness could also be an opportunity to appeal to a new demographic, who are used to the funkier semiotics of the craft beer sector.

 

CREATIVE RESPONSE

A lively, fresh summer-only activation platform, that ran across the on and off-trade, in order to sustain sales, attract new drinkers and incentivise customers to promote Guinness in the summer months.

 

Also, a new promotional platform: ‘Lovely Drops’ made Guinness synonymous with the lovely days of Summer by dropping unique, culture-first prizes to create hype and excitement all summer long,

 

RESULT

The campaign successfully expanded the brand’s traditional seasonal appeal and swiftly became the drink of choice during summertime: Guinness became the No. 1 brand in share of Summer.