Teeth Turns Guinness's Most Iconic Holiday into St Everyone’s Days

St. Patrick's Day is Guinness's biggest event of the year and a vital occasion to capture new drinkers. For a number of years, Guinness has made the most of St Patrick's Day by throwing a huge event that appeals to non-Guinness drinkers as well as the brand’s biggest fans.

But with strict pandemic restrictions in place for 2021, Teeth were forced to cancel the event. This meant the team needed to find a compelling reason for everyone to grab a pint on St Patrick's Day.

Recognising the heroics in each other.

Speaking to younger Singaporeans, Teeth found that many were feeling down about the state of the world. At a time where everything around them should feel exciting, their hopes and dreams had been dashed by covid-19.

Despite general feelings of discouragement, Teeth heard stories of people volunteering, joining movements and supporting local small business owners. Friends, colleagues, ah mas, uncles, kids, parents, people on the frontlines and those doing the back-end were all doing their part.

Teeth believed that everyone deserved recognition for it.

Ireland’s big day became Singapore’s day too.

Instead of honouring a random Irishman that no Singaporean knows, Teeth decided to take Guinness's most iconic holiday and transform it into an occasion that celebrates all who deserved a pint of Guinness in Singapore this year: St Everyone’s Day.

From those battling away on the frontlines, to those helping their grannies log in to their emails, Teeth honoured everyone’s saintly deeds, big and small with a delicious pint of the black stuff.

To ensure that Teeth delivered on its inclusive mission to expand its audience and drive trial, the team created a fully integrated campaign that ran across digital, OOH and in-store channels.

Calling all saints.

Teeth released a series of films celebrating all sorts of everyday saints and the small things they did to help us through the year. From Sam the Patron Saint of Social Distancing to Joyce the Patron Saint of At-Home-Workouts, the everyday Saints connected the idea of St Everyone’s Day with the audience.

Teeth’s campaign message was then blasted across out-of-home and digital channels in advance of the event, drumming up excitement and anticipation for the launch to come.

A devilishly good offer.

Next, Teeth created an engagement campaign around a free pint redemption platform that allowed people to nominate their friends as Saints using the tag #StEveryonesDay. This engagement campaign was executed in multiple mediums, from EDMs to social to OOH to in-bar platforms and more. 

To enter, they simply had to scan the QR code or follow the URL/link in all the ads, to drive them to the microsite. There, they would be able to nominate a friend and give them a Patron Saint title. The one making the nomination would also receive a free Guinness pint.

The saints came marching in.

In a year where Guinness couldn’t stage its flagship event, St Everyone’s Day managed to achieve the highest Guinness Draught volumes for any St Patrick’s campaign period ever. To top it off, Teeth also achieved record signups.