Effies
Australia
From One-Off Irish Novelty to Winter’s Best Mate – How Guinness Drove Demand Amongst Beer Drinkers, and Publicans’ Desire to Get a Pour of the Action
Agency
Thinkerbell
Client
Lion
Awards
Finalist
Long Term Effects
Case Study
Summary
Guinness, a brand largely forgotten outside of St. Patrick's Day in Australia, created a new growth opportunity by targeting the winter season. Instead of competing with big-budget summer campaigns, the brand embraced its unique dark, creamy traits to become the definitive winter beer. Over four consecutive years, this consistent strategy successfully transformed a seasonal slump into a profitable period, proving the value of carving out uncontested space in a declining market.
Case study
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Credits
| Gerald Cyron | Executive Head Brand Thinker (Author) | Thinkerbell |
| Cam Collison | Senior Brand Manager (Author) | Lion |
| Sam Hurwood | Brand Manager (Author) | Lion |
| Margie Ried | CEO | Thinkerbell |
| Adam Ferrier | Founder & Chief Thinker | Thinkerbell |
| Jim Ingram | National Chief Tinker | Thinkerbell |
| Paul Swann | Chief Tinker | Thinkerbell |
| Sesh Moodley | Executive Head Tinker | Thinkerbell |
| Zander Williment | Head Tinker | Thinkerbell |
| Felix Ettelson | Lead Tinker | Thinkerbell |
| Phillipa Netolicky | General Manager | Thinkerbell |
| Chris Allan | Connections Director | Lion |
| Amy Hiscock | Marketing Director, Premium and Craft | Lion |
| Dane Pitman | Connections Planner | Lion |
| Andrew Crowe | Senior Brand Manager | Lion |
| Paul Tansley | Creative Strategist | Lion |
| Simon Rich | Creative Strategist | Lion |
| David Scheepers | Digital Strategist | Lion |
| Allan Dib | Head of Insights | Lion |
| Tania Carr | UM | |
| Luke Brown | Affinity | |
| PMG Group team | PMG Group team |