How Character won the Rugby World Cup for Guinness

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Advertiser: DiageoAgency: AMVBBDOCountry: Irish Republic, United Kingdom

Objectives

The Guinness brand idea is 'Made of More'. A celebration of people with substance, character and integrity because Guinness is a beer with more substance, character and integrity than other mainstream beers.

One of the main activation pillars within Made of Moreis rugby. The game shares our brand values of substance, character and integrity both on and off the field. This means rugby is a strong backdrop for Guinness to tell purposeful stories. Guinness had been sponsor of Home Nations rugby for many...

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