Innovative Campaign Brief for Guinness Zero: Make Non-Alcoholic Beer Cool!
Dive into the creative brief for a cutting-edge campaign to promote Guinness Zero, a non-alcoholic beer variant of the iconic brand. Learn about the background of Guinness, the challenge of making non-alcoholic beer trendy, and the target audience of young urban professionals. Discover how to position Guinness Zero as a cool and trendy choice for social occasions, aligning with the brand's ethos of unscripted good times and distinctive innovation.
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Presentation Transcript
CANNES YOUNG LION CREATIVE BRIEF BRAND: GUINNESS 0.0 CATEGORY: OOH / PRINT
ONE LINER: BRIEF IN A TWEET No more lame excuses why you are drinking non-alc with Guinness Zero.
BACKGROUND Guinness is the most remarkable beer in the world: Guinness is the 3rd most widely distributed beer but the most culturally powerful, with 8x more social mentions per 1,000 pints than Budweiser or Heineken. Boldness is in its DNA Arthur Guinness brewed stout when others made ale and signed a 9,000-year lease. The brand has always embraced distinction and innovation. 266 years of consistency pays off Guinness is the UK s most distinctive beer, with its iconic black-and-white pint as its strongest brand asset. The brand s ethos is to make the extraordinary magnetic to more people, more often, manifesting in the platform unscripted good times, based on the insight that the best moments are unscripted spontaneous fun that sweep you up, and bond friends together.
BACKGROUND Guinness 0.0 is an unbelievably good product all the Guinness, none of the alcohol: Same smooth taste, rich color, and balanced flavor just 0% alcohol. A four-year innovation process ensured it stayed true to Guinness. The gamble paid off: Guinness 0.0 now accounts for 3% of global sales, with consumption doubling in Europe. It s the UK s #1 non-alcoholic beer in off-trade partly due to the rapid growth of the non-alcoholic beer segment, with consumer habits changing towards moderation. The 2023 St. Patrick s Day campaign boosted Guinness 0.0 sales by 50%, added 150 new pubs, and changed perceptions its Singing Pints ad was the brand s most effective yet.
THE CHALLENGE The non-alcoholic beer market a work in progress: In Hungary, non-alcoholic beer is booming flavored up 25%, unflavored up 40%. Premium beers are also rising. Despite growing production in the EU, most beer remains alcoholic. From a communicational POV, non-alcoholic beer is built to be occasional most communications either focus on driving/drinking scenarios, or purposefully keep the category very seasonal (summer). So how can we make Guinness Zero a trendy choice, and non-alcoholic beer consumption cool AYR, even in casual, social occasions? How can we make our mission of being the driving force behind having a good time with friends ring true through our non-alcoholic variant?
TARGET AUDIENCE LPA 30y: Guinness has been focusing on attracting younger, urban professionals, for whom quality, and a sense of community are very important. They tend to be socially conscious, enjoy discovering new experiences, and value authenticity and uniqueness. They see drinking as part of a larger social experience: enjoying pub culture, gatherings, and events. The brand's sponsorship of live music, sports, and festivals, especially in cities, aligns with this segment of people looking for memorable experiences tied to the drink they consume.
THE INSIGHT In Hungary, drinking is often deeply ingrained in social traditions and gatherings, which means anyone who is not drinking is questioned about every 3 minutes why they don t drink, so much so that most tend to come up with random bullshit answers and fake excuses, like having to drive, being on medication, or just "not feeling like it" instead of giving a straightforward explanation just to avoid the awkwardness, or potential judgment.
STRATEGY Let s make Guinness take the lead in championing the non- alcoholic beer category Given our reputation for quality and authenticity, we re in a great position to position 0.0 as the perfect solution for people who want to enjoy the taste of a great beer without the social pressure to drink alcohol. 0.0 is an unbelievably good product; it s a Guinness with everything except the alcohol. You are not making any compromise on the taste, so why would you make a compromise about coming clean about drinking or not drinking alcohol?! We are challenging the stigma around non-drinking, making choosing a Guinness Zero just as cool and socially acceptable as choosing to enjoy a regular beer.
TASK Come up with a print/OOH idea that focuses on normalizing the choice not to drink alcohol, especially if it is such an amazing beer as the Guinness Zero.
PERSONALITY Our tone of voice is always positive, inclusive and playful. We bring people in we don t school, we don t talk down to people. We are playful and magnetic:, inviting everyone in to have a good time. This is responsible drinking - not anti-drinking. We re for behavioural and attitudinal change. Which is why we celebrate and inspire people to make choices that keep them fully part of the Guinness moment.
