Case History Database

For most Australians, St. Patrick’s is the only day each year they actively seek out a Guinness. For the remaining 364 days, our dark ale barely comes to mind. So while physical availability is fairly decent, mental availability is not. This will likely amaze 99.9% of the readers of this case study, as they are well acquainted with the Guinness brand and its award-winning ads like ""Guinness Surfer"" and iconic slogans like ""Good things come to those who wait."" Summer is the most important selling period for beer brands in Australia. The beers that enjoy the biggest sales spikes are crisp, easy-drinking, light coloured lagers served in clear bottles. Our dark, opaque, and seemingly heavy ale couldn’t feel less ‘summer’ if we tried. Guinness had two options to grow the brand beyond St. Patrick’s Day. Read how this campaign delivered incremental profit on every marketing dollar spent by opting to reframe the occasion.