Campaign details

Brand: Guinness
Brand owner: Diageo
Lead agency: iris Singapore
Contributing agencies: Dentsu Red Star
Country: Singapore
Industries: Beer & cider
Media channels: Email marketing, Events & experiential, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Have you ever had to find a local insight to activate a global campaign, but the global campaign is irrelevant in the local market? That was the challenge Guinness Singapore faced for St Patrick's Day (SPD) 2019.

Whilst Guinness Singapore have annually activated SPD, in recent years volume has slowed as the amount of Guinness sold stays roughly the same and is consumed by the same expats.