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, attract new drinkers and incentivise customers to promote Guinness in the summer months. The new promotional platform ‘Lovely Drops’ made Guinness synonymous with the lovely days of Summer by dropping unique and culture-first prizes to create hype and excitement all summer long, like limited-edition merchandise featuring the illustrator Kathi Burke.
The campaign successfully expanded the brand’s traditional seasonal appeal and swiftly became the drink of choice during summertime: Guinness became the No. 1 brand in share of Summer.
Agency: RPM
Role: Creative Director
Client: Guinness
Special thanks to: Simon Maye, Rob Williams, Campbell Haig and client Joshua Steele