{"id":71990,"date":"2022-02-28T21:44:33","date_gmt":"2022-02-28T21:44:33","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=71990"},"modified":"2022-03-01T10:08:41","modified_gmt":"2022-03-01T10:08:41","slug":"bravo-pour-cette-campagne-de-la-guinness-la-plus-emblematique-de-la-st-patricks-day","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/fr\/business-marketing\/cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns\/","title":{"rendered":"A la v\u00f4tre : Les campagnes les plus embl\u00e9matiques de Guinness pour la Saint-Patrick"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><em>Les <a href=\"https:\/\/www.thrillist.com\/news\/nation\/guinness-st-patricks-day\" target=\"_blank\" rel=\"noopener\">tradition de boire de la Guinness le jour de la Saint-Patrick<\/a> Le Paddy's Day remonte \u00e0 1759 et ne semble pas pr\u00e8s de changer. Alors que des millions de personnes se pr\u00e9cipitent chaque ann\u00e9e au bar pour boire une pinte bien fra\u00eeche le 17 mars, Solopress, sp\u00e9cialiste de l'impression et de la conception, analyse les cinq meilleures campagnes de marketing de la marque pour le Paddy's Day.<\/em><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Un moteur de d\u00e9veloppement de la marque<\/strong><\/h2>\n<p>Apr\u00e8s des d\u00e9buts modestes et une association rapide et irr\u00e9futable avec la Saint-Patrick, Guinness est aujourd'hui reconnue comme l'une des marques d'alcool les plus prosp\u00e8res au monde. R\u00e9put\u00e9e pour son approche marketing cr\u00e9ative, la soci\u00e9t\u00e9 a lanc\u00e9 une s\u00e9rie de campagnes convaincantes au fil des ans, chacune d'entre elles cr\u00e9ant un sentiment d'urgence autour de la premi\u00e8re pinte de la St Paddy's Day.<\/p>\n<p>Dot\u00e9 d'un <a href=\"https:\/\/www.irishtimes.com\/business\/agribusiness-and-food\/guinness-to-open-second-brewery-in-the-us-1.4680844\" target=\"_blank\" rel=\"noopener\">une large empreinte mondiale<\/a>Brass\u00e9e dans 49 pays et disponible dans plus de 150 pays, la Guinness s'est fermement impos\u00e9e comme la boisson de r\u00e9f\u00e9rence pour tous ceux qui cherchent \u00e0 se faire plaisir. <a href=\"https:\/\/daily.jstor.org\/why-we-drink-guinness-on-st-patricks-day\/\" target=\"_blank\" rel=\"noopener\">c\u00e9l\u00e9brer la Saint-Patrick<\/a>. En fait, la stout irlandaise s\u00e8che est servie 819% plus souvent le jour de la Saint-Patrick que n'importe quel autre jour de l'ann\u00e9e, avec une moyenne de 13 millions de pintes servies dans le monde. Mais qu'est-ce qui a rendu leurs strat\u00e9gies de marketing si efficaces au fil des ans ?<\/p>\n<p>Selon Mark Sandys, qui dirige l'unit\u00e9 commerciale Bi\u00e8re, Baileys et Smirnoff chez Diageo, la marque se concentre ind\u00e9fectiblement sur le \".<a href=\"https:\/\/deloitte.wsj.com\/articles\/guinness-taps-atimeless-brand-strategy-01571619728\" target=\"_blank\" rel=\"noopener\">puissance, bont\u00e9 et communion<\/a>Patrick's Day\", en tirant parti de diverses techniques num\u00e9riques, de la publicit\u00e9 t\u00e9l\u00e9vis\u00e9e aux campagnes dans les m\u00e9dias sociaux, pour s'engager dans une narration significative qui trouve un \u00e9cho aupr\u00e8s du public cible. Souvent positives et inspirantes, certaines des campagnes les plus embl\u00e9matiques de Guinness \u00e0 l'occasion de la Saint-Patrick, notamment le message de la Saint-Patrick en r\u00e9ponse \u00e0 la pand\u00e9mie, d\u00e9montrent l'importance de l'image de marque de Guinness. <a href=\"https:\/\/medium.com\/@sgerth\/one-effective-strategy-this-known-brand-has-used-in-their-covid-19-commercials-to-resonate-with-de42a769d532\" target=\"_blank\" rel=\"noopener\">l'aspect humain de la marque<\/a> qui les aide \u00e0 se d\u00e9marquer sur leur march\u00e9 concurrentiel.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Les 5 meilleures campagnes de Guinness pour la Saint-Patrick<\/strong><\/h2>\n<h3><strong>1. #AToastTo - 2021<\/strong><\/h3>\n<p>La campagne #AToastTo, d\u00e9ploy\u00e9e aux \u00c9tats-Unis, a c\u00e9l\u00e9br\u00e9 le dur labeur de tous les travailleurs de premi\u00e8re ligne et a tent\u00e9 de remonter le moral des troupes pendant la pand\u00e9mie. <a href=\"https:\/\/www.prnewswire.com\/news-releases\/this-st-patricks-day-guinness-is-raising-atoastto-frontline-heroes-pubs-across-the-country-and-the-communities-they-serve-301240812.html\" target=\"_blank\" rel=\"noopener\">La campagne<\/a> a int\u00e9gr\u00e9 une publicit\u00e9 t\u00e9l\u00e9vis\u00e9e poignante, des concerts de cornemuse en direct, des produits d\u00e9riv\u00e9s en \u00e9dition limit\u00e9e et une activation sur les m\u00e9dias sociaux encourageant le public \u00e0 se concentrer sur le bon c\u00f4t\u00e9 des choses et \u00e0 partager ce \u00e0 quoi ils portaient un toast en utilisant le hashtag #AToastTo.<\/p>\n<p>En outre, le spot t\u00e9l\u00e9vis\u00e9 pr\u00e9sentait la <a href=\"https:\/\/www.marketingdive.com\/news\/guinness-toasts-to-front-line-heroes-in-st-patricks-day-reboot\/596191\/\" target=\"_blank\" rel=\"noopener\">Projet de pain des Brasseurs Guinness<\/a>une initiative qui soutient la fabrication de pain \u00e0 partir des c\u00e9r\u00e9ales de la brasserie Open Gate de la soci\u00e9t\u00e9, pain qui est ensuite donn\u00e9 \u00e0 la banque alimentaire du Maryland. Dans le cadre de son soutien \u00e0 l'op\u00e9ration COVID-19, Guinness a \u00e9galement fait don de 25 000 pains, d\u00e9montrant ainsi son engagement dans les actions caritatives.<\/p>\n<p><iframe loading=\"lazy\" title=\"Guinness | #AToastTo\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/VXzfStrwu7E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<h3><strong>2. #StachePourLaCharit\u00e9 - 2018<\/strong><\/h3>\n<p>Un th\u00e8me commun aux campagnes strat\u00e9giques de Guinness est la notion d'union en tant que communaut\u00e9 et de soutien mutuel \u00e0 l'occasion de la Saint-Patrick.<\/p>\n<p>Une autre campagne sinc\u00e8re li\u00e9e aux dons de bienfaisance est la campagne American <a href=\"https:\/\/www.marketingdive.com\/ex\/mobilemarketer\/cms\/news\/social-networks\/24546.html\" target=\"_blank\" rel=\"noopener\">#StachePourLaCharit\u00e9<\/a> La strat\u00e9gie multicanal visait \u00e0 rassembler les communaut\u00e9s au profit du Guinness Gives Back Fund. La strat\u00e9gie multicanal visait \u00e0 rassembler les communaut\u00e9s pour collecter des fonds au profit du Guinness Gives Back Fund, qui soutient des organisations am\u00e9ricaines \u00e0 but non lucratif telles que Team Rubicon, dirig\u00e9e par des v\u00e9t\u00e9rans. Guinness a fait appel au contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs sous la forme d'images de leurs supporters avec une moustache en mousse Guinness en utilisant le hashtag #StacheForCharity, avec l'incitation de la marque \u00e0 faire un don de $1 pour chaque post.<\/p>\n<p>Les campagnes de ce type promeuvent les valeurs positives du groupe tout en permettant aux clients de participer \u00e0 la campagne de collecte de fonds. La combinaison d'associations positives avec la marque et l'engagement des clients cr\u00e9e un facteur de bien-\u00eatre qui a contribu\u00e9 au succ\u00e8s continu de Guinness.<\/p>\n<div class=\"youtube-embed\" data-video_id=\"sWLhpnd63PE\"><iframe loading=\"lazy\" title=\"Guinness #StacheForCharity 2018\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/sWLhpnd63PE?feature=oembed&#038;enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<h3><strong>3. Guinness x Carhartt : The River - 2020<\/strong><\/h3>\n<p>Une fois de plus, les projecteurs sont braqu\u00e9s sur des \u00e9v\u00e9nements culturels importants qui permettent aux communaut\u00e9s de se sentir visibles en 2020. <a href=\"https:\/\/www.phcppros.com\/articles\/11021-carhartt-and-guinness-honor-the-plumbers-behind-chicagos-st-patricks-day-celebration\" target=\"_blank\" rel=\"noopener\">Collaboration Guinness x Carhartt<\/a>Guinness a fait mouche avec sa publicit\u00e9 \"The River\".<\/p>\n<p>Guinness et l'entreprise am\u00e9ricaine de v\u00eatements Carhartt ont uni leurs forces pour rendre hommage aux plombiers de la Chicago Journeymen Plumbers Local Union 130 qui teintent la rivi\u00e8re Chicago en vert pour la Saint-Patrick chaque ann\u00e9e, et ce depuis 1962. En s'appuyant sur un r\u00e9cit puissant et sur le riche h\u00e9ritage des traditions de la Saint-Patrick, Guinness rend hommage aux hommes et aux femmes de la communaut\u00e9 qui travaillent dur et qui font preuve de r\u00e9silience, et cherche \u00e0 inspirer l'optimisme dans les moments difficiles.<\/p>\n<p><iframe loading=\"lazy\" title=\"The River | Carhartt x Guinness\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/_93R4RyNM9w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<h3><strong>4. Guinness x Nick Offerman - 2020<\/strong><\/h3>\n<p>Optant pour une approche comique en 2020, Guinness US a fait appel \u00e0 l'acteur Nick Offerman, de Parcs and Recreation, qui participerait \u00e0 une conf\u00e9rence sur le th\u00e8me de l'eau et de l'environnement. <a href=\"https:\/\/www.marketingdive.com\/news\/guinness-taps-nick-offerman-for-st-patricks-day-social-push\/572514\/\" target=\"_blank\" rel=\"noopener\">Prise de contr\u00f4le d'Instagram<\/a>Le 17 mars, la f\u00eate de la Saint Paddy est le jour le plus attendu de l'ann\u00e9e. Offerman, qui affirme que la St Paddy's Day est sa f\u00eate pr\u00e9f\u00e9r\u00e9e de l'ann\u00e9e, devait pr\u00e9senter un flux divertissant d'anecdotes, d'associations de mets et de conseils, notamment sur la mani\u00e8re de verser une pinte de Guinness.<br \/>\nAvec un contenu vid\u00e9o plein d'esprit au centre de cette campagne, Guinness a pu montrer un c\u00f4t\u00e9 plus ironique en 2020, en fournissant \u00e0 son public des extraits vid\u00e9o insolents qui ont cr\u00e9\u00e9 un engouement suppl\u00e9mentaire autour de la c\u00e9l\u00e9bration annuelle de la St Paddy's.<\/p>\n<p><iframe loading=\"lazy\" title=\"Guinness x Nick Offerman : bien habill\u00e9 | Guinness Beer\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/G70hA_lIZ8Q?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<h3><strong>5. La plus grande f\u00eate de la Saint-Patrick \u00e0 ce jour - 2012<\/strong><\/h3>\n<p>En encourageant le public \u00e0 participer \u00e0 la \"plus grande f\u00eate de la Saint-Patrick jusqu'\u00e0 pr\u00e9sent\" par le biais d'inscriptions sur le site web, Guinness a lanc\u00e9 une campagne de communication attrayante sur le th\u00e8me de la f\u00eate de la Saint-Patrick. <a href=\"https:\/\/www.guinnessworldrecords.com\/news\/2012\/2\/celebrate-st-patricks-day-with-a-guinness-world-records-title\" target=\"_blank\" rel=\"noopener\">Campagne Facebook<\/a> dans l'espoir de battre le record du monde dans le livre Guinness des records pour le plus grand nombre de participants \u00e0 une f\u00eate. La strat\u00e9gie comprenait une infographie interactive qui enregistrait en temps r\u00e9el l'inscription de chaque \"participant\" et comparait les cinq premiers pays en fonction du nombre de participants. La campagne a \u00e9galement fait de la Saint-Patrick \"le jour le plus amical de l'ann\u00e9e\", refl\u00e9tant ainsi l'esprit chaleureux des Irlandais. Guinness a \u00e9galement envoy\u00e9 plus de <a href=\"https:\/\/www.marketingweek.com\/guinness-to-host-worlds-largest-st-patricks-day-party\/\" target=\"_blank\" rel=\"noopener\">17 000 articles de marque pour la Saint-Patrick<\/a> aux fans dans le cadre de la promotion, afin de renforcer les c\u00e9l\u00e9brations.<\/p>\n<p>Depuis 259 ans, Guinness a trouv\u00e9 des moyens novateurs de maintenir la valeur de sa marque \u00e0 l'\u00e9chelle mondiale et s'est adapt\u00e9e avec succ\u00e8s \u00e0 l'\u00e9volution constante du paysage de la pand\u00e9mie gr\u00e2ce \u00e0 ses campagnes de marketing \u00e9motionnelles. En tant que ma\u00eetre conteur, Guinness n'a pas peur de briser le moule et est capable de cr\u00e9er des r\u00e9cits riches et convaincants qui c\u00e9l\u00e8brent l'h\u00e9ritage irlandais, les travailleurs acharn\u00e9s et l'acte de s'unir dans un but commun, comme le montre leur puissante publicit\u00e9 #AToastTo. En embrassant les qualit\u00e9s uniques de sa marque tout en menant des campagnes souvent r\u00e9actives par nature, Guinness est une force avec laquelle il faut compter dans le monde du marketing. D'autres marques pourraient s'inspirer de leur approche unique et cr\u00e9ative.<\/p>","protected":false},"excerpt":{"rendered":"<p>The tradition of enjoying Guinness on St Patrick&#8217;s Day dates back to 1759 and doesn\u2019t look likely to change any time soon. With millions racing to the bar for a cold pint each year on 17th March, Print and Design experts Solopress analyse the brand\u2019s top 5 Paddy\u2019s Day marketing campaigns. &nbsp; A Brand-Building Powerhouse [&hellip;]<\/p>\n","protected":false},"author":134,"featured_media":71999,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[],"class_list":{"0":"post-71990","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Guinness\u2019 Most Iconic St Patrick\u2019s Day Campaigns - Solopress UK<\/title>\n<meta name=\"description\" content=\"With millions looking forward to a cold pint of Guinness on 17th March, we analyse the brand\u2019s top 5 St. Patrick\u2019s Day marketing campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/fr\/marketing-des-entreprises\/bravo-pour-cette-campagne-de-la-guinness-la-plus-emblematique-de-la-st-patricks-day\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guinness\u2019 Most Iconic St Patrick\u2019s Day Campaigns - Solopress UK\" \/>\n<meta property=\"og:description\" content=\"With millions looking forward to a cold pint of Guinness on 17th March, we analyse the brand\u2019s top 5 St. Patrick\u2019s Day marketing campaigns.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/fr\/marketing-des-entreprises\/bravo-pour-cette-campagne-de-la-guinness-la-plus-emblematique-de-la-st-patricks-day\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-28T21:44:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-01T10:08:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2022\/02\/guinness.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"676\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Danny Powell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns\/\"},\"author\":{\"name\":\"Danny Powell\",\"@id\":\"https:\/\/www.solopress.com\/blog\/#\/schema\/person\/0937555a256c22f94400f4b7e2329c09\"},\"headline\":\"Cheers to That: Guinness\u2019 Most Iconic St Patrick\u2019s Day Campaigns\",\"datePublished\":\"2022-02-28T21:44:33+00:00\",\"dateModified\":\"2022-03-01T10:08:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns\/\"},\"wordCount\":1035,\"publisher\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/business-marketing\/cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2022\/02\/guinness.jpg\",\"articleSection\":[\"Business &amp; 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