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: Diageo Agency: AMVBBDO Country: 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 in

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