Guinness is a popular dry stout, originating in Ireland, in the brewery of Arthur Guinness. It has become one of the most loved beer brands worldwide, being brewed in over 60 countries and sold in over 100.
Since the beer market is highly competitive, beer brands being many and not far between, each brand has to constantly bring something new, that differentiates it and makes it stand out in a sea of beer. Finding new ideas that also make a lasting impression on the audience tends to get a bit difficult nowadays, as consumers become more aware and expect great campaigns from great brands. So, what did Guinness do? It hit an emotional spot, something that never fails! It began its Made of More campaign, including this ad about friendship.
Guinness Friendship Campaign
In order for you to truly appreciate this campaign, I think it’s better to show the ad video up front. ( if you don’t know it already). So, here it is!
The 60 second ad was created by BBDO New York and puts an emphasis on the importance of friendship, showing the incredible bonds that can be formed between people. It’s meant to remind us of the love we have for our friends, about the bond made of iron that connects true friends. We are loyal, dedicated to them, we push each other to our limits and most of all, we’re there for one another when times get rough. Seeing these men playing such a competitive sport in wheelchair hits an emotional chord, especially with the twist in the end when we realize that only one of the men was actually in a wheelchair and the rest of his friends played that way just for him. Of course, the ad ends in a pub where they drink some Guinness, but the way the beer is shown in the ad is not ostentatious and feels natural. In our view, BBDO NY did a great job with this ad. And it’s not just our view. Ace Metrix found that Guinness Friendship was the most effective beer commercial in the third quarter and number one when it comes to brands fighting brands in their specific niches, in this case beer. YouTube views kept rolling in, hitting 7 million views in less than a month, which for a beer ad is impressive.
Guinness found a way of keeping the brand in the run while also reminding us that friends are a family of our choosing. What do you think of Guiness’ campaign?
References: adweek.com, blog.getambassador.com
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