Creative Direction & Brand Enrichment
Guinness is synonymous for occasions that typically sit within the cooler months, with traditional sales peaking in Spring, Autumn and Winter. 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’ made Guinness synonymous with the lovely days of Summer by dropping unique and culture-first prizes all Summer long, like limited edition merchandise featuring the illustrator Kathi Burke.
We also refreshed the iconic John Gilroy toucan with illustrator Seb Arnold and released them across pub walls and POS assets to further the association with Summer.
Agency: RPM
Role: Creative Director
Client: Guinness
Special thanks to: Simon Maye, Rob Williams, Campbell Haig and client Joshua Steele