Deeply ingrained in Irish rugby culture, Guinness faced a challenge during the 2023 Rugby World Cup: their lack of official sponsorship limited their ability to engage with the tournament directly. The brand needed a creative solution to cut through the clutter, connect with passionate fans, and solidify their position as the true voice of Irish rugby, all while navigating strict sponsorship restrictions.
The answer was the “Don’t Jinx It” campaign, that tapped into a universal fan insight: the fear of overconfidence and jinxing the team’s chances.
The campaign had three clear objectives: Achieve cultural impact that surpassed even official sponsors, drive year-on-year sales growth during the tournament and increase their on-trade market share.
To achieve this, Guinness crafted a multi-faceted marketing mix that leveraged strategic timing, and mass media, including TV and OOH, creating widespread awareness and establishing “Don’t Jinx It” as a national mantra. Recognising the power of authentic voices, Guinness enlisted rugby legends Brian O’Driscoll and Keith Wood as engaging campaign ambassadors. Guinness’s own social media platforms became hubs for engaging content and interactive tools that playfully reinforced the messaging.
“Don’t Jinx It” transcended advertising to become a national phenomenon, organically adopted by fans, commentators, and media. By combining a deep understanding of their audience with a strategic, engaging multi-platform approach, Guinness turned a sponsorship disadvantage into a resounding success. They solidified their connection with Irish rugby fans, drove impressive commercial results, and provided valuable learnings for future campaigns.
