Faced with declining market share during summer, Guinness set out to redefine its brand identity and target new audiences. Traditionally perceived as a winter drink preferred by men over 45, Guinness aimed to transform into a vibrant, year-round choice appealing to 18-35-year-olds and female drinkers. With only 19% associating the brand with summer occasions, Guinness identified music as the vehicle to reposition itself. The partnership with Aiken Promotions (incl POD Festivals) provided the perfect platform, reaching younger and female audiences at iconic Irish music festivals and events.
The campaign’s “Lovely Days” platform brought Guinness to life at over 35 concerts and festivals, including major events like Live at the Marquee, Forbidden Fruit, and All Together Now. Guinness leveraged exclusive pouring rights and immersive brand activations to create unique experiences, from the Guinness 1759 Bar with surprise performances to the innovative “Lovely Days Arena”, showcasing brand assets in a lively, modern context. Amplified by strategic media, influencer partnerships, and on-site branding, Guinness reached its target demographics across all touchpoints, embedding itself in the Irish summer music scene.
Guinness’s reimagined approach yielded outstanding results. It achieved a 6% year-on-year increase in female drinkers and became the leading beer choice among 18-34-year-olds, with summer drinkers rising to over 1.2 million. Guinness is now the most recalled brand at summer festivals with a 5% increase in associations with summer occasions. This successful reinvention positioned Guinness as an integral part of Irish summer music culture and a vibrant, relevant choice year-round occasions.
