How exactly did Guinness beat Carling to become the UK’s favourite pint?
I was pretty happy to see Guinness knock Carling off the top of the drinks league table last year (sorry to all you Carling drinkers out there, wherever you are) and become the No.1 choice of British drinkers according to Diageo.
This is even more impressive when you consider there has been no massive campaign or marketing push that we’ve seen Guinness do in the past.
💫 So what exactly has led to Guinness’ ascendance?
As always, multiple factors are at play, but fundamentally, the success is built on strategic brand building, deeply rooted in an understanding of the new attitudes, behaviours, and platforms of their audience. Here’s a quick breakdown:
1️⃣ Premiumisation, Artisanship and Quality: At a time when consumers crave authenticity and quality, Guinness has doubled down on its premium appeal. Guinness has mastered the "art of the pour," underlining the importance of both freshness and optimal serving conditions, while also spotlighting the bartender's craft needed to make a Guinness exceptional. This skill is framed as the key final ingredient, making each pint a peak moment for the drinker.
2️⃣ Social Media Savvy: Guinness has become a social media phenomenon. Through engaging content and the power of influencer marketing, it has harnessed the power of platforms like YouTube and Instagram, turning quality pours (and sh*t ones) into viral moments. To put this in perspective, “Sh*t London Guinness”, an account that documents “all of the sh*te pint of Guinness in London” has 251k followers. This strategy has not only amplified its reach but has also ingrained the brand, where quality and artisanship is the central focus, into digital culture.
3️⃣ Youth Appeal: Related to the point above, Guinness has skilfully navigated the preferences of Millennials and Gen Z, tapping into their appreciation for products with an artisanal edge. The brand's presence in meme culture and its endorsements by social media influencers have boosted its appeal, making it the choice among younger demographics.
4️⃣ Innovation and Adaptation: Guinness’s ability to innovate, e.g. launch of Guinness Zero, shows a brand that respects its roots while embracing the future. This balance between tradition and innovation ensures that Guinness remains relevant to a broad audience, including those seeking non-alcoholic alternatives.
Not just a stout, Guinness has become a symbol of how to evolve while honouring your roots.
#Brand #Marketing #Diageo
🍦💄 The Clarins Gelato Truck is a fantastic example of blending experiential marketing with influencer engagement to create buzz and excitement around the new Lip Oil Balm. This initiative shows the power of creating memorable brand experiences. By integrating taste and touch, Clarins made the product launch an event to remember. This kind of multi-sensory marketing can leave a lasting impression and drive word-of-mouth. Marketers, what’s the most creative experiential campaign you've seen or worked on? How do these experiences shape consumer perception and loyalty? Share your thoughts! 🚀