Guinness: 'Score!' with Basketball

This case study explains how Guinness, the beer brand, repositioned itself in the US with an emotional campaign in order to expand its appeal.

Guinness: 'Score!' with Basketball

Campaign details

Agency: BBDOMedia: CaratResearch: BrainJuicer

Business situation and campaign objectives:

Guinness launches 'made of more' platform

In the US, the Guinness brand has been predominantly associated with Ireland, Irish pubs, and Irish heritage. Despite the popular adoption of Irish culture – most notably the widely celebrated St. Paddy's Day – Guinness was, in general, regarded as someone else's drink.

To change this image, Guinness activated the new global Guinness platform, "Made of More", in the US – the land of the lauded and luminous hero figure. Guiding the...

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