Guinness Believer
Driving Sales and Brand Repositioning Through Experiential Engagement________________________
Effie Award Winner - Beverages, Alcohol
Role: Concept, Creative Direction, Art Direction, Client Presentation
The Problem
Guinness needed to address long-standing consumer misconceptions, while strengthening brand perception and driving engagement in a competitive import beer category.
The Solution
• Created a fully immersive traveling experiential platform centered on the heritage of Guinness• Designed a connected system combining:
- live experiential events
- social media amplification
- earned media exposure• Extended the experience beyond events through repurposed video content across digital and advertising channels
• Reinforced brand perception around quality, purity, and craftsmanship
The Result
• Increased sales among attendees by 94%
• Grew global category brand share by +7 points
• Successfully shifted long-held consumer misconceptions
• Honored by Diageo as a Global Best Practice campaign
The Impact
Repositioned Guinness through a scalable experiential system that converted engagement into measurable sales performance and sustained category growth, strengthening long-term brand perception globally.
Experiential Live Event
Guinness Believer was a success in every form. Not only was it an enjoyable consumer experience, but it also far exceeded the client's business expectations and helped drive sales and category share for the brand.
Event Videos
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Introduction
Event Videos
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Introduction
Believer has always been about the purity and greatness of Arthur Guinness' famed Irish stout. This video served as the introduction to consumers at the event, guiding them on a journey across the world and into the great mind of the visionary brewer.
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Ingredients
Continuing the theme of purity, this video was created to guide consumers through the beer's creation using the only four ingredients that Guinness stout has ever known: water, barley, hops and yeast.
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Nitrogenation
A major reason why Guinness stands apart from other beers lies in it's bubbles. Guinness is not carbonated, it's nitrogenated. Nitrogen bubbles are 1/3 the size of carbon bubbles, giving the stout it's famous smoothness and velvety head.
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Fergal Murray
Guinness' world-famous brewmaster takes his place to escort consumers through St. James' Gate Brewery in Dublin, Ireland. Here, he explains every step along the line of creating his favorite beer, from sampling roasted barley to the merits of the two-part pour.
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Finale
After a full evening's worth of entertainment, this video's intention was to give consumers the idea that even a 250-year old beer brand like Guinness can be current and cool, and have it's eyes set firmly on the future.
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