Guinness - Making Guinness the beer of the summer

Guinness is synonymous for occasions that typically sit within the cooler months, with sales dipping post St Patrick’s Day in Spring. We needed to make Guinness front-of-mind to show beer drinkers that Guinness is a refreshing choice during the summer.

We created a specific Summer activation platform, that ran across the on and off-trade, in order to sustain sales and attract new drinkers.

The new promotional platform ‘Lovely Drops’ makes Guinness synonymous with the lovely days of summer by dropping unique and culture-first prizes all summer long, like limited edition merchandise.