Guinness Winter
Every Day Is a Lovely Day For a Guinness
THE NAME “GUINNESS” IS DOUBLE-EDGED.
As a business, Guinness is rightly proud of their link to Ireland. It’s only right that when you think “Guinness”, you instantly think “St Patrick’s Day.” It’s baked into the brand heritage and provides a much-needed annual sales spike.
The downside? Light buyers simply don’t think of Guinness at any other time of year.
Our job was to create another, compelling occasion for beer drinkers to order a “Pint of black”. A moment when it made sense to them. What we found can be summed up in one word.
Winter.
Guinness is perfect in winter. Guinness is warming. It’s already linked with colder, Irish weather. And, crucially, winter lasts for 3-months (not a single day).
CHANGING MINDS BEFORE CHANGING BEHAVIOUR
Our major challenge was changing the Australian mindset. When it’s winter, most Australians dream of the sunshine in FNQ, Bali, or Europe.
We needed to convince drinkers they can embrace the Australian winter rather than escape it. To explore and cosy up and enjoy the cold. So, for independent retailers and the on-premise, we built a promotion that rewarded them with a choice of amazing winter escapes here in Australia. Because any winter’s day is a lovely day for a Guinness. In LMG, we took a surprising route, and a prize suite to help consumers enjoy their winter at home.
This nationwide promotion delivered massive disruption on the path to purchase – with everything from Pint Glorifiers and 3D Counter Cards, to Palette Toppers and Social Videos. We made every contact innovative and link to winter – including our “Flint strike” game to reveal instant winners.
As a result, Guinness has never been so popular among Australian drinkers and continues to grow like never before….and as a business, Guinness are now looking forward to Winter as much as St Patrick’s Day!
