St. Patrick’s Day and Irish stout Guinness go hand in hand; throughout Eire and past on March 17, you’re certain to see crowds of revelers holding pints of the black stuff. However as the vacation rolls round this yr, Guinness’ surprising suggestion is to go straightforward on the booze.
The Diageo-owned beverage model is launching its largest ever accountable consuming marketing campaign forward of St. Patrick’s Day, encouraging individuals to strive its nonalcoholic beer Guinness 0.0.
Created by U.Ok. company AMV BBDO, “Make it a St. Patrick’s Day to Keep in mind” will talk a message of moderation somewhat than the extreme alcohol consumption sometimes related to the vacation. The model will give out 50,000 free pints of Guinness 0.0 in Eire throughout St. Patrick’s Day weekend, March 17 to 19.
The nonalcoholic stout might be accessible in additional than 300 places throughout the nation, whereas 4 iconic pub facades–in Dublin, Galway, Cork and Belfast–might be rebranded as Guinness 0.0 pubs. For instance, O’Donoghue’s on Merrion Row in Dublin might be referred to as “0.0’Donoghue’s.”
At 150 pubs and in different collaborating institutions nationwide–together with Dublin Airport and Aviva Stadium, host of the extremely anticipated Guinness Six Nations rugby finale on March 18–clients can get a free pint of Guinness 0.0 utilizing the Any Excuse app. The brewery expertise Guinness Storehouse in Dublin can even supply all company a complimentary pint of the nonalcoholic model.
And at 164 Tesco shops, anybody buying a four-pack of Guinness with their loyalty card will obtain a free four-pack of Guinness 0.0.
To accompany the nationwide giveaway, an animated advert includes a refrain of Guinness pints. The musical stouts sing alongside to Bonnie Tyler’s 1984 hit “Holding Out for a Hero” (renamed “Holding Out for a Zero”).
The model additionally rolled out a Snapchat filter with which customers can create their very own singing 0.0 pints.
Tapping right into a development
Selling moderation on such a well-known day of revelry may appear an uncommon selection for a beer model, particularly one as quintessentially Irish as Guinness. However the firm’s advertising and marketing ways communicate to the burgeoning nonalcoholic motion.
The no- and low-alcohol category surpassed $11 billion in 2022 and is predicted to develop by a 3rd by 2026, in line with IWSR Drinks Market Evaluation. Younger generations are taking the lead, as seen with the recognition on TikTok of the “sober curious” motion, which inspires customers to rethink their relationship with alcohol.
Quite a few booze manufacturers are following this development, launching new alcohol-free merchandise and advertising and marketing campaigns. For instance, Heineken’s Super Bowl ad promoted nonalcoholic lager Heineken 0.0.
When it got here to Guinness’ efforts, the corporate requested AMV “to discover a strategy to encourage individuals to follow moderation over Eire’s most well-known weekend,” Anne Zahan, head of planning and insights at Diageo Eire, advised Adweek. “Because the main model related to St Patrick’s Day in Eire, we had each the credibility and duty to drive constructive change and assist take away present limitations to nonalcoholic options.”
Crucially, the model needed to “achieve this in a manner that wasn’t preachy, and as a substitute had the wit and allure that Guinness is thought for,” Zahan added.
CREDITS:
Consumer: Diageo
Model: Guinness
Consumer names: Alan McAleenan, Anna Sablovscaia, Anne Zahan
Artistic company: AMV BBDO
CCOs: Nicholas Hulley and Nadja Lossgott
Artistic administrators: Nicholas Hulley, Nadja Lossgott, Andre Sallowicz
Artistic staff: Scott Kelly, Alexandra Sandford-Smith, Colin Jones, Phil Martin, Nellie Santee, Sergio Takahata, Tim Riley
Company planning staff: Joe Smith
Company account staff: Nick Andrew, Elana Murphy, Harry Frohlich
Company producers: Nick Godden, Kieran O’Malley, Sophie Alliot
Media company: PHD
Manufacturing firm: Pink Studios
Director: Scott Kelly
Manufacturing firm producers: Nick Godden, Stan Stanworth
Edit: Sam Allen
Publish-production firm: Daydreamervfx
Sound studio: Sounds Good
Images manufacturing firm: Yoke Manufacturing c/o Patrick Daly
Photographer: Greg White c/o Image Membership
Publish-production: One White Chair c/o Karl Hugill
PR company: WHPR
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