Guinness: #ItLooksLikeGuinness

Guinness, a beer brand, invested £30 million in the safe and sustainable opening of pubs in Great Britain to become more relevant to people with a focus on Christmas and summer and increase sales, penetration and market share.

Executive summary

Following an incredibly tough year for the whole industry, Guinness focused on "winning the first pint" when pubs reopened after the second national lockdown in 2021.

We learned from social listening that we were the most talked about and anticipated pint during this period, as people were looking for something special. Many were even posting images of everyday objects that looked like our iconic black and white pint.

This inspired our Welcome Back campaign - an ode to pubs that celebrated the distinctiveness of Guinness and offered tangible support for our customers in the on-trade. By investing at...

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