{"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":"wiwat-dla-tej-najbardziej-kultowej-kampanii-guinnessa-z-okazji-dnia-swietego-patryka","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pl\/business-marketing\/cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns\/","title":{"rendered":"Na zdrowie: Najbardziej kultowe kampanie Guinnessa z okazji Dnia \u015awi\u0119tego Patryka"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><em>The <a href=\"https:\/\/www.thrillist.com\/news\/nation\/guinness-st-patricks-day\" target=\"_blank\" rel=\"noopener\">tradycja delektowania si\u0119 Guinnessem w Dniu \u015awi\u0119tego Patryka<\/a> si\u0119ga 1759 roku i nie wygl\u0105da na to, by w najbli\u017cszym czasie mia\u0142o si\u0119 to zmieni\u0107. W zwi\u0105zku z tym, \u017ce co roku 17 marca miliony os\u00f3b udaj\u0105 si\u0119 do baru na zimny kufel, eksperci Solopress w dziedzinie druku i projektowania przeanalizowali 5 najlepszych kampanii marketingowych marki z okazji Dnia Paddy'ego.<\/em><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Pot\u0119ga budowania marki<\/strong><\/h2>\n<p>Zaczynaj\u0105c od skromnych pocz\u0105tk\u00f3w i szybko staj\u0105c si\u0119 niepodwa\u017calnie zwi\u0105zanym z Dniem \u015awi\u0119tego Patryka, Guinness jest obecnie uznawany za jedn\u0105 z najbardziej udanych marek alkoholowych na ca\u0142ym \u015bwiecie. Znana ze swojego kreatywnego podej\u015bcia marketingowego, firma uruchomi\u0142a seri\u0119 atrakcyjnych kampanii na przestrzeni lat, z kt\u00f3rych ka\u017cda tworzy\u0142a wi\u0119ksz\u0105 presj\u0119 na zdobycie pierwszego kufla w Dniu \u015awi\u0119tego Patryka.<\/p>\n<p>Szczyc\u0105cy si\u0119 <a href=\"https:\/\/www.irishtimes.com\/business\/agribusiness-and-food\/guinness-to-open-second-brewery-in-the-us-1.4680844\" target=\"_blank\" rel=\"noopener\">Du\u017cy globalny zasi\u0119g<\/a>Guinness, warzony w 49 krajach i dost\u0119pny w ponad 150, ugruntowa\u0142 swoj\u0105 pozycj\u0119 jako nap\u00f3j dla ka\u017cdego, kto chce si\u0119 zrelaksowa\u0107. <a href=\"https:\/\/daily.jstor.org\/why-we-drink-guinness-on-st-patricks-day\/\" target=\"_blank\" rel=\"noopener\">\u015bwi\u0119towa\u0107 Dzie\u0144 \u015awi\u0119tego Patryka<\/a>. W rzeczywisto\u015bci wytrawny irlandzki stout jest serwowany 819% cz\u0119\u015bciej w Dzie\u0144 \u015awi\u0119tego Patryka ni\u017c w jakikolwiek inny dzie\u0144 w roku, ze \u015bredni\u0105 13 milion\u00f3w litr\u00f3w serwowanych na ca\u0142ym \u015bwiecie. Ale co sprawi\u0142o, \u017ce ich strategie marketingowe by\u0142y tak skuteczne na przestrzeni lat?<\/p>\n<p>Wed\u0142ug Marka Sandysa, kt\u00f3ry kieruje jednostk\u0105 biznesow\u0105 Beer, Baileys i Smirnoff w Diageo, marka niezachwianie koncentruje si\u0119 na \"<a href=\"https:\/\/deloitte.wsj.com\/articles\/guinness-taps-atimeless-brand-strategy-01571619728\" target=\"_blank\" rel=\"noopener\">moc, dobro\u0107 i komunia<\/a>Patryka,\" wykorzystuj\u0105c r\u00f3\u017cnorodne techniki cyfrowe, od reklam telewizyjnych po kampanie w mediach spo\u0142eczno\u015bciowych, aby zaanga\u017cowa\u0107 si\u0119 w sensown\u0105 narracj\u0119, kt\u00f3ra rezonuje z docelowymi odbiorcami. Cz\u0119sto podnosz\u0105ce na duchu i inspiruj\u0105ce w tonie, niekt\u00f3re z najbardziej kultowych kampanii Guinnessa z okazji Dnia \u015awi\u0119tego Patryka, w tym wiadomo\u015b\u0107 z okazji Dnia \u015awi\u0119tego Patryka w odpowiedzi na pandemi\u0119, pokazuj\u0105, \u017ce <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\">ludzki aspekt marki<\/a> kt\u00f3re pomog\u0105 im przebi\u0107 si\u0119 przez szum na konkurencyjnym rynku.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>5 najlepszych kampanii Guinnessa z okazji Dnia \u015awi\u0119tego Patryka<\/strong><\/h2>\n<h3><strong>1. #AToastTo - 2021<\/strong><\/h3>\n<p>W odpowiednim czasie, pocieszaj\u0105ca kampania #AToastTo wdro\u017cona w USA, celebrowa\u0142a ci\u0119\u017ck\u0105 prac\u0119 wszystkich pracownik\u00f3w pierwszej linii i pr\u00f3bowa\u0142a podnie\u015b\u0107 na duchu podczas pandemii. <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\">Kampania<\/a> Obejmowa\u0142 on przejmuj\u0105c\u0105 reklam\u0119 telewizyjn\u0105, koncerty dud na \u017cywo, limitowan\u0105 edycj\u0119 towar\u00f3w i aktywacj\u0119 w mediach spo\u0142eczno\u015bciowych zach\u0119caj\u0105c\u0105 odbiorc\u00f3w do skupienia si\u0119 na pozytywnych aspektach i podzielenia si\u0119 tym, za co wznosz\u0105 toast, u\u017cywaj\u0105c hashtagu #AToastTo.<\/p>\n<p>Ponadto reklama telewizyjna zawiera\u0142a <a href=\"https:\/\/www.marketingdive.com\/news\/guinness-toasts-to-front-line-heroes-in-st-patricks-day-reboot\/596191\/\" target=\"_blank\" rel=\"noopener\">Projekt Guinness Brewers Bread<\/a>, inicjatywy wspieraj\u0105cej wypiek chleba ze zbo\u017ca pochodz\u0105cego z browaru Open Gate, kt\u00f3ry jest nast\u0119pnie przekazywany do Banku \u017bywno\u015bci w Maryland. W ramach pomocy w walce z COVID-19 Guinness przekaza\u0142 r\u00f3wnie\u017c 25 000 bochenk\u00f3w chleba, demonstruj\u0105c swoje zaanga\u017cowanie w dzia\u0142ania charytatywne.<\/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. #StacheForCharity - 2018<\/strong><\/h3>\n<p>Wsp\u00f3lnym motywem strategicznych kampanii Guinnessa jest idea jednoczenia si\u0119 jako spo\u0142eczno\u015b\u0107 i wzajemnego wspierania si\u0119 w Dniu \u015awi\u0119tego Patryka.<\/p>\n<p>Inn\u0105 serdeczn\u0105 kampani\u0105 zwi\u0105zan\u0105 z darowiznami charytatywnymi jest American <a href=\"https:\/\/www.marketingdive.com\/ex\/mobilemarketer\/cms\/news\/social-networks\/24546.html\" target=\"_blank\" rel=\"noopener\">#StacheForCharity<\/a> kampania. Wielokana\u0142owa strategia mia\u0142a na celu zjednoczenie spo\u0142eczno\u015bci w zbieraniu funduszy na Guinness Gives Back Fund, kt\u00f3ry wspiera ameryka\u0144skie organizacje non-profit, takie jak prowadzony przez weteran\u00f3w Team Rubicon. Guinness poprosi\u0142 o tre\u015bci generowane przez u\u017cytkownik\u00f3w w postaci zdj\u0119\u0107 swoich zwolennik\u00f3w z w\u0105sami z pianki Guinnessa przy u\u017cyciu hashtagu #StacheForCharity, z zach\u0119t\u0105 do przekazania przez mark\u0119 $1 za ka\u017cdy post.<\/p>\n<p>Kampanie takie jak ta promuj\u0105 pozytywne warto\u015bci zespo\u0142u, jednocze\u015bnie daj\u0105c klientom mo\u017cliwo\u015b\u0107 bycia cz\u0119\u015bci\u0105 kampanii zbierania funduszy. Po\u0142\u0105czenie pozytywnych skojarze\u0144 z mark\u0105 i zaanga\u017cowania klient\u00f3w tworzy czynnik dobrego samopoczucia, kt\u00f3ry przyczyni\u0142 si\u0119 do ci\u0105g\u0142ego sukcesu Guinnessa.<\/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>Po raz kolejny zwracamy uwag\u0119 na wa\u017cne wydarzenia kulturalne, kt\u00f3re sprawiaj\u0105, \u017ce spo\u0142eczno\u015bci czuj\u0105 si\u0119 widoczne w 2020 roku. <a href=\"https:\/\/www.phcppros.com\/articles\/11021-carhartt-and-guinness-honor-the-plumbers-behind-chicagos-st-patricks-day-celebration\" target=\"_blank\" rel=\"noopener\">Wsp\u00f3\u0142praca Guinness x Carhartt<\/a>Guinness trafi\u0142 w dziesi\u0105tk\u0119 ze swoj\u0105 reklam\u0105 \"The River\".<\/p>\n<p>Guinness i ameryka\u0144ska firma odzie\u017cowa Carhartt po\u0142\u0105czy\u0142y si\u0142y, aby odda\u0107 ho\u0142d hydraulikom z Chicago Journeymen Plumbers Local Union 130, kt\u00f3rzy co roku barwi\u0105 rzek\u0119 Chicago na zielono z okazji Dnia \u015awi\u0119tego Patryka i robi\u0105 to od 1962 roku. Dzi\u0119ki mocnemu przekazowi opartemu na bogatym dziedzictwie tradycji Dnia \u015awi\u0119tego Patryka, Guinness honoruje ci\u0119\u017cko pracuj\u0105cych, odpornych m\u0119\u017cczyzn i kobiety w spo\u0142eczno\u015bci i stara si\u0119 inspirowa\u0107 optymizm w trudnych czasach.<\/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>Decyduj\u0105c si\u0119 na komediowe podej\u015bcie w 2020 roku, Guinness US zatrudni\u0142 aktora Parcs and Recreation Nicka Offermana, kt\u00f3ry we\u017amie udzia\u0142 w <a href=\"https:\/\/www.marketingdive.com\/news\/guinness-taps-nick-offerman-for-st-patricks-day-social-push\/572514\/\" target=\"_blank\" rel=\"noopener\">Przej\u0119cie Instagrama<\/a>odliczaj\u0105c do d\u0142ugo oczekiwanego 17 marca. Offerman, kt\u00f3ry twierdzi, \u017ce St Paddy's Day jest jego ulubionym dniem w roku, mia\u0142 dostarczy\u0107 zabawnego strumienia ciekawostek, parowania potraw i wskaz\u00f3wek, w tym \"jak nala\u0107 kufel Guinnessa\".<br \/>\nDzi\u0119ki dowcipnym tre\u015bciom wideo, kt\u00f3re zaj\u0119\u0142y centralne miejsce w tej kampanii, Guinness by\u0142 w stanie pokaza\u0107 bardziej \u017cartobliw\u0105 stron\u0119 w 2020 roku, dostarczaj\u0105c swoim odbiorcom bezczelne fragmenty film\u00f3w, kt\u00f3re stworzy\u0142y dalszy szum wok\u00f3\u0142 corocznych obchod\u00f3w St Paddy's.<\/p>\n<p><iframe loading=\"lazy\" title=\"Guinness x Nick Offerman: Dobrze si\u0119 nosi | Piwo Guinness\" 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. Najwi\u0119ksza jak dot\u0105d impreza z okazji Dnia \u015awi\u0119tego Patryka - 2012<\/strong><\/h3>\n<p>Zach\u0119caj\u0105c odbiorc\u00f3w do przy\u0142\u0105czenia si\u0119 do \"Najwi\u0119kszej jak dot\u0105d imprezy z okazji Dnia \u015awi\u0119tego Patryka\" poprzez rejestracj\u0119 na stronie internetowej, Guinness uruchomi\u0142 atrakcyjn\u0105 promocj\u0119. <a href=\"https:\/\/www.guinnessworldrecords.com\/news\/2012\/2\/celebrate-st-patricks-day-with-a-guinness-world-records-title\" target=\"_blank\" rel=\"noopener\">Kampania na Facebooku<\/a> w nadziei na pobicie rekordu Ksi\u0119gi Rekord\u00f3w Guinnessa w najwi\u0119kszej liczbie uczestnik\u00f3w imprezy. Strategia obejmowa\u0142a interaktywn\u0105 infografik\u0119, kt\u00f3ra rejestrowa\u0142a rejestracj\u0119 ka\u017cdego \"uczestnika\" w czasie rzeczywistym i por\u00f3wnywa\u0142a 5 najlepszych kraj\u00f3w pod wzgl\u0119dem liczby uczestnik\u00f3w. Kampania promowa\u0142a r\u00f3wnie\u017c Dzie\u0144 \u015awi\u0119tego Patryka jako \"Najbardziej przyjazny dzie\u0144 w roku\", oddaj\u0105c ciep\u0142ego irlandzkiego ducha. Guinness wys\u0142a\u0142 r\u00f3wnie\u017c ponad <a href=\"https:\/\/www.marketingweek.com\/guinness-to-host-worlds-largest-st-patricks-day-party\/\" target=\"_blank\" rel=\"noopener\">17 000 sztuk markowych towar\u00f3w z okazji Dnia \u015awi\u0119tego Patryka<\/a> dla fan\u00f3w w ramach promocji, aby jeszcze bardziej u\u015bwietni\u0107 obchody.<\/p>\n<p>Od 259 lat Guinness znajduje prze\u0142omowe sposoby na utrzymanie globalnej warto\u015bci marki i z powodzeniem dostosowuje si\u0119 do stale zmieniaj\u0105cego si\u0119 krajobrazu pandemii dzi\u0119ki swoim emocjonalnym kampaniom marketingowym. Jako mistrzowie opowiadania historii, Guinness nie boi si\u0119 prze\u0142amywa\u0107 schemat\u00f3w i jest w stanie tworzy\u0107 bogate, fascynuj\u0105ce narracje, kt\u00f3re celebruj\u0105 irlandzkie dziedzictwo, ci\u0119\u017cko pracuj\u0105cych ludzi i akt jednoczenia si\u0119 dla wsp\u00f3lnego celu, czego dowodem jest ich pot\u0119\u017cna reklama #AToastTo. Wykorzystuj\u0105c unikalne cechy swojej marki, a jednocze\u015bnie realizuj\u0105c kampanie, kt\u00f3re cz\u0119sto maj\u0105 charakter reaktywny, Guinness jest si\u0142\u0105, z kt\u00f3r\u0105 nale\u017cy si\u0119 liczy\u0107 w \u015bwiecie marketingu. Inne marki mog\u0142yby si\u0119 wiele nauczy\u0107 z ich unikalnego i kreatywnego podej\u015bcia.<\/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 v27.4 - 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\/pl\/marketing-biznesowy\/wiwat-dla-tej-najbardziej-kultowej-kampanii-guinnessa-z-okazji-dnia-swietego-patryka\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\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\/pl\/marketing-biznesowy\/wiwat-dla-tej-najbardziej-kultowej-kampanii-guinnessa-z-okazji-dnia-swietego-patryka\/\" \/>\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=\"Napisane przez\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Szacowany czas czytania\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minut\" \/>\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; Marketing\"],\"inLanguage\":\"pl-PL\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns\\\/\",\"url\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/business-marketing\\\/cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns\\\/\",\"name\":\"Guinness\u2019 Most Iconic St Patrick\u2019s Day Campaigns - 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