{"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":"cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/business-marketing\/cheers-to-that-guinness-most-iconic-st-patricks-day-campaigns\/","title":{"rendered":"Cheers to That: Guinness\u2019 Most Iconic St Patrick\u2019s Day Campaigns"},"content":{"rendered":"
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The tradition of enjoying Guinness on St Patrick’s Day<\/a> 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.<\/em><\/p>\n

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A Brand-Building Powerhouse<\/strong><\/h2>\n

Starting from humble beginnings and quickly becoming irrefutably linked to St Patrick\u2019s Day, Guinness is now recognised as one of the most successful alcohol brands worldwide. Renowned for its creative marketing approach, the company has launched a series of compelling campaigns over the years, each one creating more urgency around getting our hands on that first St Paddy\u2019s Day pint.<\/p>\n

Boasting a large global footprint<\/a>, brewed in 49 countries and available in over 150, Guinness has firmly established itself as the go-to beverage for anyone looking to celebrate St Patrick\u2019s Day<\/a>. In fact, the dry Irish stout is served 819% more often on St Patrick\u2019s Day than any other day of the year, with an average of 13million pints served globally. But what has made their marketing strategies so impactful over the years?<\/p>\n

According to Mark Sandys, who heads the Beer, Baileys and Smirnoff business unit at Diageo, the brand has an unwavering focus on \u201cpower, goodness and communion<\/a>,\u201d leveraging a variety of digital techniques from TV advertising to social media campaigns to engage in meaningful storytelling that resonates with the target audience. Often uplifting and inspirational in tone, some of Guinness\u2019 most iconic St Patrick\u2019s Day campaigns including their St Patrick\u2019s Day Message response to the pandemic, demonstrate the human aspect of the brand<\/a> that helps them cut through the noise in their competitive marketplace.<\/p>\n

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Guinness\u2019 Top 5 St Patrick\u2019s Day Campaigns<\/strong><\/h2>\n

1. #AToastTo – 2021<\/strong><\/h3>\n

The timely, comforting #AToastTo campaign deployed in the USA, celebrated the hard work of all front-line workers and attempted to raise spirits during the pandemic. The campaign<\/a> incorporated a poignant TV commercial, live bagpipes concerts, limited-edition merchandise and social media activation encouraging audiences to focus on the silver lining and share what they were toasting to using the #AToastTo hashtag.<\/p>\n

In addition, the TV commercial featured the Guinness Brewers Bread project<\/a>, an initiative that supports the making of bread from the company\u2019s Open Gate Brewery grain supply which is then donated to the Maryland Food Bank. As part of their COVID-19 relief support, Guinness also donated 25,000 loaves of bread, demonstrating their commitment to charitable acts.<\/p>\n