{"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":"noroc-cu-cele-mai-emblematice-campanii-de-ziua-sfantului-patrick-din-guinness","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/ro\/business-marketing\/cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns\/","title":{"rendered":"Noroc pentru asta: Cele mai emblematice campanii Guinness de Ziua Sf\u00e2ntului Patrick"},"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\">tradi\u021bia de a savura Guinness de Ziua Sf\u00e2ntului Patrick<\/a> dateaz\u0103 din 1759 \u0219i nu pare s\u0103 se schimbe prea cur\u00e2nd. \u00cen fiecare an, pe 17 martie, milioane de oameni se \u00eendreapt\u0103 spre bar pentru a bea o halb\u0103 de bere rece. Exper\u021bii \u00een imprimare \u0219i design de la Solopress analizeaz\u0103 cele mai bune 5 campanii de marketing ale m\u0103rcii de Ziua lui Paddy.<\/em><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>O putere de construire a brandului<\/strong><\/h2>\n<p>Pornind de la \u00eenceputuri umile \u0219i devenind rapid irefutabil legat\u0103 de Ziua Sf\u00e2ntului Patrick, Guinness este acum recunoscut\u0103 ca fiind una dintre cele mai de succes m\u0103rci de alcool din \u00eentreaga lume. Renumit\u0103 pentru abordarea sa creativ\u0103 \u00een materie de marketing, compania a lansat o serie de campanii conving\u0103toare de-a lungul anilor, fiecare dintre ele cre\u00e2nd o mai mare urgen\u021b\u0103 \u00een a pune m\u00e2na pe prima halb\u0103 de St Paddy's Day.<\/p>\n<p>Cu 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\">amprent\u0103 global\u0103 mare<\/a>Fabricat\u0103 \u00een 49 de \u021b\u0103ri \u0219i disponibil\u0103 \u00een peste 150 de \u021b\u0103ri, Guinness s-a impus cu fermitate ca b\u0103utur\u0103 de referin\u021b\u0103 pentru oricine dore\u0219te s\u0103 <a href=\"https:\/\/daily.jstor.org\/why-we-drink-guinness-on-st-patricks-day\/\" target=\"_blank\" rel=\"noopener\">s\u0103rb\u0103tori\u021bi Ziua Sf\u00e2ntului Patrick<\/a>. De fapt, stout-ul irlandez uscat este servit 819% mai des de Ziua Sf\u00e2ntului Patrick dec\u00e2t \u00een orice alt\u0103 zi a anului, cu o medie de 13 milioane de halbe servite la nivel global. Dar ce a f\u0103cut ca strategiile lor de marketing s\u0103 aib\u0103 un asemenea impact de-a lungul anilor?<\/p>\n<p>Potrivit lui Mark Sandys, care conduce unitatea de afaceri Beer, Baileys \u0219i Smirnoff la Diageo, marca are un accent neclintit pe \"<a href=\"https:\/\/deloitte.wsj.com\/articles\/guinness-taps-atimeless-brand-strategy-01571619728\" target=\"_blank\" rel=\"noopener\">putere, bun\u0103tate \u0219i comuniune<\/a>\",\" valorific\u00e2nd o varietate de tehnici digitale, de la publicitatea TV la campaniile din social media, pentru a se angaja \u00een povestiri semnificative care s\u0103 rezoneze cu publicul \u021bint\u0103. Adesea \u00een\u0103l\u021b\u0103toare \u0219i inspira\u021bionale \u00een ton, unele dintre cele mai emblematice campanii de Ziua Sf\u00e2ntului Patrick ale Guinness, inclusiv mesajul lor de Ziua Sf\u00e2ntului Patrick ca r\u0103spuns la pandemie, demonstreaz\u0103 c\u0103 <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\">aspectul uman al m\u0103rcii<\/a> care \u00eei ajut\u0103 s\u0103 se deta\u0219eze de zgomotul de pe pia\u021ba lor competitiv\u0103.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Cele mai bune 5 campanii ale Guinness de Ziua Sf\u00e2ntului Patrick<\/strong><\/h2>\n<h3><strong>1. #AToastTo - 2021<\/strong><\/h3>\n<p>Campania oportun\u0103 \u0219i reconfortant\u0103 #AToastTo, desf\u0103\u0219urat\u0103 \u00een SUA, a celebrat munca grea a tuturor lucr\u0103torilor din prima linie \u0219i a \u00eencercat s\u0103 ridice moralul \u00een timpul pandemiei. <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\">Campania<\/a> a \u00eencorporat o reclam\u0103 TV emo\u021bionant\u0103, concerte de cimpoi live, produse \u00een edi\u021bie limitat\u0103 \u0219i o activare a re\u021belelor de socializare care a \u00eencurajat publicul s\u0103 se concentreze pe partea bun\u0103 a lucrurilor \u0219i s\u0103 \u00eemp\u0103rt\u0103\u0219easc\u0103 ceea ce au ciocnit folosind hashtag-ul #AToastToast.<\/p>\n<p>\u00cen plus, \u00een spotul publicitar televizat a ap\u0103rut <a href=\"https:\/\/www.marketingdive.com\/news\/guinness-toasts-to-front-line-heroes-in-st-patricks-day-reboot\/596191\/\" target=\"_blank\" rel=\"noopener\">Proiectul Guinness Brewers Bread<\/a>, o ini\u021biativ\u0103 care sprijin\u0103 fabricarea de p\u00e2ine din rezervele de cereale ale companiei Open Gate Brewery, care sunt apoi donate B\u0103ncii de alimente din Maryland. Ca parte a sprijinului acordat pentru ajutorarea COVID-19, Guinness a donat, de asemenea, 25.000 de p\u00e2ini, demonstr\u00e2ndu-\u0219i astfel angajamentul fa\u021b\u0103 de actele caritabile.<\/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>O tem\u0103 comun\u0103 a campaniilor strategice ale Guinness este no\u021biunea de a ne uni ca o comunitate \u0219i de a ne sprijini reciproc de Ziua Sf\u00e2ntului Patrick.<\/p>\n<p>O alt\u0103 campanie de suflet legat\u0103 de dona\u021bii caritabile este cea a American <a href=\"https:\/\/www.marketingdive.com\/ex\/mobilemarketer\/cms\/news\/social-networks\/24546.html\" target=\"_blank\" rel=\"noopener\">#StacheForCharity<\/a> campanie. Strategia multicanal a urm\u0103rit s\u0103 reuneasc\u0103 comunit\u0103\u021bile \u00een vederea str\u00e2ngerii de fonduri pentru fondul Guinness Gives Back, care sprijin\u0103 organiza\u021biile non-profit din SUA, cum ar fi Team Rubicon, condus\u0103 de veterani. Guinness a solicitat con\u021binut generat de utilizatori sub form\u0103 de imagini ale sus\u021bin\u0103torilor lor cu o musta\u021b\u0103 din spum\u0103 Guinness, folosind hashtag-ul #StacheForCharity, cu stimulentul c\u0103 marca doneaz\u0103 $1 pentru fiecare postare.<\/p>\n<p>Astfel de campanii promoveaz\u0103 valorile pozitive ale trupei, permi\u021b\u00e2nd \u00een acela\u0219i timp clien\u021bilor s\u0103 participe la campania de str\u00e2ngere de fonduri. Combina\u021bia dintre asocierile pozitive ale m\u0103rcii \u0219i implicarea clien\u021bilor creeaz\u0103 un factor de bun\u0103stare care a contribuit la succesul continuu al 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>\u00cenc\u0103 o dat\u0103, pun\u00e2nd \u00een lumina reflectoarelor evenimente culturale semnificative care fac ca comunit\u0103\u021bile s\u0103 se simt\u0103 v\u0103zute cu 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\">Colaborare Guinness x Carhartt<\/a>, Guinness a dat lovitura cu spotul publicitar \"The River\".<\/p>\n<p>Guinness \u0219i compania american\u0103 de \u00eembr\u0103c\u0103minte Carhartt \u0219i-au unit for\u021bele pentru a aduce un omagiu instalatorilor de la Chicago Journeymen Plumbers Local Union 130, care vopsesc r\u00e2ul Chicago \u00een verde de Ziua Sf\u00e2ntului Patrick \u00een fiecare an, lucru pe care \u00eel fac din 1962. Cu o poveste puternic\u0103 sus\u021binut\u0103 de o mo\u0219tenire bogat\u0103 a tradi\u021biilor de Ziua Sf\u00e2ntului Patrick, Guinness onoreaz\u0103 b\u0103rba\u021bii \u0219i femeile muncitori \u0219i rezisten\u021bi din cadrul comunit\u0103\u021bii \u0219i caut\u0103 s\u0103 inspire optimism \u00een vremuri dificile.<\/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>Opt\u00e2nd pentru o abordare comic\u0103 \u00een 2020, Guinness US l-a \u00eenrolat pe actorul Nick Offerman, de la Parcs and Recreation, care ar urma s\u0103 participe la o <a href=\"https:\/\/www.marketingdive.com\/news\/guinness-taps-nick-offerman-for-st-patricks-day-social-push\/572514\/\" target=\"_blank\" rel=\"noopener\">Preluarea Instagram<\/a>, num\u0103r\u0103toarea invers\u0103 p\u00e2n\u0103 la mult-a\u0219teptatul 17 martie. Offerman, care sus\u021bine c\u0103 Ziua Sf\u00e2ntului Paddy este ziua sa preferat\u0103 din an, a fost preg\u0103tit s\u0103 ofere un flux amuzant de curiozit\u0103\u021bi, asocieri de alimente \u0219i sfaturi, inclusiv \"cum s\u0103 torni o halb\u0103 de Guinness\".<br \/>\nCu un con\u021binut video ingenios \u00een centrul acestei campanii, Guinness a reu\u0219it s\u0103 arate o latur\u0103 mai ironic\u0103 \u00een 2020, oferind publicului s\u0103u videoclipuri cu fragmente de videoclipuri obraznice, care au creat un plus de agita\u021bie \u00een jurul s\u0103rb\u0103torii anuale St Paddy's.<\/p>\n<p><iframe loading=\"lazy\" title=\"Guinness x Nick Offerman: se poart\u0103 bine | Bere 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. Cea mai mare petrecere de Ziua Sf\u00e2ntului Patrick de p\u00e2n\u0103 acum - 2012<\/strong><\/h3>\n<p>\u00cencuraj\u00e2nd publicul s\u0103 se al\u0103ture \"celei mai mari petreceri de Ziua Sf\u00e2ntului Patrick de p\u00e2n\u0103 acum\" prin intermediul \u00eenscrierilor pe site, Guinness a lansat o campanie conving\u0103toare <a href=\"https:\/\/www.guinnessworldrecords.com\/news\/2012\/2\/celebrate-st-patricks-day-with-a-guinness-world-records-title\" target=\"_blank\" rel=\"noopener\">Campanie pe Facebook<\/a> \u00een speran\u021ba de a dobor\u00ee recordul mondial din Cartea Recordurilor Guinness pentru cel mai mare num\u0103r de persoane la o petrecere. Strategia a \u00eencorporat un infografic interactiv care a \u00eenregistrat \u00een timp real \u00eenscrierea fiec\u0103rui \"participant\" \u0219i a comparat primele 5 \u021b\u0103ri \u00een func\u021bie de num\u0103rul de participan\u021bi. De asemenea, campania a marcat Ziua Sf\u00e2ntului Patrick ca fiind \"Cea mai prietenoas\u0103 zi a anului\", capt\u00e2nd spiritul cald irlandez. Guinness a trimis, de asemenea, peste <a href=\"https:\/\/www.marketingweek.com\/guinness-to-host-worlds-largest-st-patricks-day-party\/\" target=\"_blank\" rel=\"noopener\">17.000 de buc\u0103\u021bi de produse de marc\u0103 de Ziua Sf\u00e2ntului Patrick<\/a> fanilor ca parte a promo\u021biei, pentru a spori \u0219i mai mult s\u0103rb\u0103torile.<\/p>\n<p>Timp de 259 de ani, Guinness a g\u0103sit modalit\u0103\u021bi inovatoare de a-\u0219i men\u021bine valoarea de marc\u0103 global\u0103 \u0219i s-a adaptat cu succes la peisajul \u00een continu\u0103 evolu\u021bie al pandemiei prin campaniile de marketing emo\u021bionale. \u00cen calitate de mae\u0219tri povestitori, Guinness nu se teme s\u0103 sparg\u0103 tiparele \u0219i este capabil\u0103 s\u0103 creeze nara\u021biuni bogate \u0219i conving\u0103toare care celebreaz\u0103 mo\u0219tenirea irlandez\u0103, oamenii muncitori \u0219i actul de a se uni pentru un scop comun, a\u0219a cum reiese din puternica lor reclam\u0103 #AToastTo. \u00cembr\u0103\u021bi\u0219\u00e2nd calit\u0103\u021bile unice ale brandului lor, oferind \u00een acela\u0219i timp campanii care sunt adesea de natur\u0103 reactiv\u0103, Guinness este o for\u021b\u0103 de luat \u00een seam\u0103 \u00een lumea marketingului. Alte m\u0103rci ar putea \u00eenv\u0103\u021ba multe din abordarea lor unic\u0103 \u0219i creativ\u0103.<\/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\/ro\/marketing-de-afaceri\/noroc-cu-cele-mai-emblematice-campanii-de-ziua-sfantului-patrick-din-guinness\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\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\/ro\/marketing-de-afaceri\/noroc-cu-cele-mai-emblematice-campanii-de-ziua-sfantului-patrick-din-guinness\/\" \/>\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=\"Scris de\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Timp estimat pentru citire\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minute\" \/>\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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