Guinness

Our amazing Guinness clients over the years have always supported and encouraged bold ideas. Each year, we were briefed to better the previous years St. Patrick's Day campaign (and we delivered), along with many other campaigns. Here's a selection.

Heaven on St Patrick's Day

Earn your wings drinking Guinness. As part of St Patrick's Day celebrations, buy 8 pints and Guinness will give you a bespoke branded T-shirt (your wings) that if worn, allow you free admission and a free pint, inside the pearly gates of Guinness Heaven - the Guinness Storehouse in Dublin. Out of the 30,000 T-shirts redeemed, there were around 2,000 people who made the trip to Dublin and turned up wearing a T-shirt. Multiple awards winner

Sir Guinness

Following on the from the previous years success, the client brief was simply "to beat it". And we did. Buy 12 pints of Guinness across the weeks surrounding St Patrick's Day and get a free bespoke T-shirt...and an ownership share in Sir Guinness, the thoroughbred racehorse. We went to a horse auction and bought the only black racehorse available. And trained that fine stallion into the magnificent Sir Guinness. We had 50,000 drinkers who owned a share and cheered on Sir Guinness as he raced for the rest of the year. Global awards winner.

Playing Cards

To promote sales of Guinness Foreign Extra Stout in the off-trade targeted at under 30's, we created a dual mechanic of a free offer combined with an instant win. Buy a twin pack and receive a free set of bespoke Guinness branded playing cards. And inside selected card packs was an extra card, being the instant win card, to claim the latest smart phone.

Crossword

What's the only word in the English language that ends in '-amt'? Before smartphones, we created a promotion that had the whole pub talking...to each other, delivering on the community attributes of the brand. In every pub, there was a large hanging crossword made out of felt. To solve the crossword and win instant prizes, buy a pint of Guinness and receive a scratchcard. Scratch a panel to reveal 1 answer and 1 hint to another. There was also a "cheat element" where drinkers could send an SMS to receive an answer. Complete the entire crossword for a chance to win a trip to New York for you and two mates. And the answer is dreamt.

Black List

Following the success of the GUINNESS 100 Pint Club that ran for 3 years, we created a new loyalty campaign to reward core drinkers and collect consumer data for a later CRM campaign. Which established the GUINNESS Black List.

A name derived from “being Blacklisted” and conjures up honesty, truthfulness and being genuine.

Guinness drinkers were recruited in pub to join and were issued a collector device called "little black book". For each pint a sticker was placed in your LBB. Collect 25, 50, 75, 100, 200 or 300 and pick up free branded rewards at each level.

Incredible results followed, with a 5% increase in new pubs asking for Guinness taps and 15% increase yoy in sales. Plus 10,000 core drinkers on the database.

Global awards winner.

100 Pint Club

Our orginal loyalty campaign. The 100 Pint club was created in response to a drive by Guinness from only Irish pubs and into mainstream pubs and venues. It was used as a device to encourage more venues to sign up for Guinness taps. "Here's a ready made promotion to help you recruit drinkers to Guinness in your venue".

For every pint, a drinker received a sticker placed into a collector card held at the venue. Branded merchandise was awarded for each level achieved, all the way up to 100 pints.

At this point, you were celebrated as a venue legend and your name was added to a Guinness 100 Pint honarary wall plaque for all-time. Highly successful campaign across multiple countries which led to the Black List.