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.