Guinness Believer
Making a 250-Year-Old Brand Matter Today________________________
Effie Award Winner - Beverages, Alcohol
Role: Concept Development, Creative Direction, Art Direction, Scriptwriting, Client Presentations
The Challenge
Guinness had a perception problem.
Long-standing consumer misconceptions were getting in the way of what made the stout special: its ingredients, craftsmanship and distinctive character. We needed to challenge those misconceptions and give people a fresh appreciation for a beer with a remarkable history.
The Creative Idea
What better way to change perceptions than to let people discover what makes Guinness different for themselves?
Working with another creative, I helped develop the Believer concept, write the scripts, plan the films and direct the visuals. Together, we built a traveling experience that took consumers inside the world of Guinness, from Arthur Guinness's original vision to the four ingredients, the brewing process and the nitrogenation that gives the stout its signature smoothness.
The live experience brought the brand's story to life. A series of films, supported by social media and earned media, extended that story beyond the event, connecting Guinness's heritage to a brand with its eyes firmly on the future.
The Guinness Brew Pub
Before the main event, consumers entered an authentic Guinness-themed pub that showed how a brand founded in 1759 could feel right at home today. With Irish rugby on the TVs, guests could relax over a pint, learn the art of the perfect pour at a hands-on Guinness pouring station and join in some friendly competition around a 22-person foosball table.
It was a welcoming, hands-on introduction to Guinness, bringing the brand's heritage into a setting made for enjoying it.
The Results
- 94% increase in sales among event attendees.
- 7-point gain in global category brand share.
- Helped shift long-standing consumer misconceptions about Guinness.
- Recognized by Diageo as a Global Best Practice campaign.
The Impact
Guinness Believer turned the brand's history and craftsmanship into an experience consumers could discover for themselves. It challenged familiar perceptions, made a heritage brand feel relevant today and delivered measurable business results.
Experiential Live Event
The event combined entertainment, storytelling and hands-on discovery to give consumers a deeper appreciation of Guinness. It was a hit with attendees and far exceeded the client's business expectations, helping drive a 94% sales increase among attendees and a 7-point gain in global category share.
Event Videos
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Introduction
Event Videos
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Introduction
The experience began with a journey into the world of Arthur Guinness, introducing consumers to the vision and heritage behind the iconic stout.
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Ingredients
Water, barley, hops and yeast. This film took consumers through the making of Guinness, reinforcing the simplicity and purity at the heart of the brand.
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Nitrogenation
What makes Guinness so distinctive? Its bubbles. Unlike most beers, Guinness is nitrogenated rather than carbonated. The smaller nitrogen bubbles help create its signature smoothness and velvety head.
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Fergal Murray
Guinness brewmaster Fergal Murray guided consumers through St. James's Gate Brewery in Dublin, sharing the craft behind every stage of the brewing process, from roasted barley to the famous two-part pour.
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Finale
After taking consumers through the brand's heritage and craft, the finale looked ahead. Even after 250 years, Guinness could remain contemporary, relevant and ready for the future.
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