Branding / Retail
Building an icon with Cîroc Vodka
MAKING GUINNESS THE GO-TO CHOICE IN SUMMER
Switching up consumer behaviour with a disruptive Summer activation platform
Every summer, beer sales surge. But not all beers are set to capitalise on this seasonal demand. None more so than Guinness – a beer associated with occasions such as the Six Nations, Christmas and St Patrick’s Day.
So, in 2024, we set out to change perceptions and make Guinness a go-to summer choice by breaking unconscious barriers and build the right codes to associate Guinness and Summer.
Our BTL comms platform, Lovely Day for a Guinness, answered our first challenge through impactful illustrations, bright imagery & mouthwatering pints, combined with playful summer comms that reframed Guinness in the unfamiliar occasion. However, for us to build disruptive summer association, we needed something more.
MAKING GUINNESS SYNONYMOUS IN SUMMER WITH LOVELY DROPS
We created Lovely Drops, a multi-channel, digital-first promotional platform that ‘drops’ Guinness experiences and merch – co-designed with artist, Kathi Burke – all summer long. Lovely Drops worked multi-channel with summer inspired prizes tailored across grocery, convenience and wholesaler channels for both consumers and customers.
As a result, Guinness overachieved its objective of shifting consumer perceptions and linking Guinness with summer drinking occasions by becoming the No.1 beer of summer 2024, as well as achieving over 40,000 entries on the Lovely Drops promotional platform. By shifting perceptions and behaviour, we successfully made every day a ‘Lovely Day for a Guinness’— no matter the season.
