Guinness reclaims winter as its own in latest campaign
Lion Beer’s Irish stout, Guinness, is launching a new campaign to reclaim the winter months as ‘Guinness Season’.
The new brand platform, ‘It’s Guinness Season’ is inspired by the idea of escaping to a winter lodge with friends and family. From today (1 June) the campaign comes to life in ads across online video, social and out-of-home, and through partnerships with on-and-off site premises, Concrete Playground and former My Kitchen Rules judge and self-confessed Guinness lover, Colin Fassnidge.
“We’re excited to launch our biggest winter campaign for Guinness ever,” said Malcom Eadie, Lion brand director premium and craft.
“We know everyone loves a Guinness on St Pat’s Day, but this campaign is about reminding drinkers that Guinness is the perfect choice in winter when you’re looking for a drink to savour while connecting with friends.”
Bringing the winter feeling to life is ‘The Lodge’, a physical destination to win a getaway to as well as a microsite of content, rewards and experiences, all redeemable through on and off-premise promotions throughout winter.
Guinness is also giving consumers the opportunity to win prizes from select bars and retailers across the country, including a Chesterfield armchair, premium audio system, handcrafted woollen blankets and more.
Credits:
Creative platform – The Station
Media and integrated partnerships – UM
Social – Reprise