News

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

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.