How Guinness Adapted their Marketing for the 21st Century

In the beer industry, not many brands over 200 years old can still claim to be culturally relevant to young and old demographics alike. But that’s exactly what Guinness has been able to achieve. By launching astute modern marketing campaigns, crafted with as much care as their iconic stout, Guinness have been able to stay ahead of the curve, recently boasting to be Britain’s favourite pint. We breakdown just how Guinness have been able to sustain 260 years of marketing excellence, and how their marketing campaigns have evolved and adapted to thrive in the 21st Century.

Brand Identity: Guinness Marketing from Day One

Guinness had marketing on their minds from day one. In 1759, Arthur Guinness set out to create the highest-quality beer he could. Marketed in newspapers as being of exceptionally high quality, and even claiming to carry significant health benefits, Guinness quickly became a staple amongst the local population. Guinness then adopted their iconic harp logo in 1862 which in and of itself was a clever marketing ploy. As the national symbol for Ireland, Guinness quickly became synonymous with the very cultural roots of the Irish people. They would then travel the world spreading the word about their new favourite stout.

A Masterclass in 20^th Century Marketing

When people think of Guinness, they don’t just think of their stout, they also think of the iconic advertisements that carried the brand throughout the 20^th Century. The creation of colourful and playful posters that featured animals sharing in a Guinness, most notably the Guinness Toucan, is arguably the most effective marketing strategy for beer in history. The posters evoked innocence, humour, and charm, giving the Guinness brand character and humility. This helped to warm and endear people to the ruby red stout. Indeed, Guinness have continued to leverage the effectiveness of simple poster campaigns; when you see a billboard of an inanimate object, with a black body and crisp white top, you don’t need telling that it’s a pint of Guinness.

Leveraging cultural origins: The Guinness Storehouse

Like Disney World to Disney, The Guinness Storehouse stands as physical beacon of the Guinness brand. It is a staple on a Dublin trip for tourists, offering fascinating insight into one of the world’s oldest breweries. This is achieved through digitally interactive storytelling; the storehouse is replete with TV screens that tells the history of Guinness and its cultural origins in Dublin throughout the walking tours.

By leveraging the brand loyalty that it established 200 years ago, Guinness was able to cement itself within the very cultural fabric of Dublin, making its brand ever-lastingly relevant. The storehouse therefore not only pulls in substantial tourist revenue, but also stands as a physical embodiment of the Guinness brand and a physical piece of Irish history, immortalising itself in the process.

Guinness Marketing For the Modern Era

However, more than just a Disney World would be required to keep the Guinness brand at the forefront of modern consumers’ minds. Younger generations could easily shun the dark, bitter stout and pass it off as an untrendy drink reserved exclusively for the older generations. Nevertheless, through clever digital marketing strategies, Guinness have been able to continually win over younger audiences.  

Cross-platform Digital Marketing

Guinness have innovatively collaborated with high-profile names to market their brand, helping it to resonate culturally with younger audiences. Most recently, the ‘A lovely Day for a Guinness’ TV and YouTube ad featured a collaboration with A-list actor Jason Mamoa. By leveraging the endorsement of a celebrity who features in blockbuster movies aimed at younger demographics (think Aqua-man, Fast and Furious, Justice League) Guinness have been able to appeal to younger audiences and portray itself as stylish and rustic as the swashbuckling Mamoa himself.

Guinness have even struck deals with influencers to get their brand marketed more on social media. This has further enhanced Guinness’ ability to appeal to younger, digitally-savvy audiences. By tapping into online platforms to broadcast their brand, Guinness have been able to harness the power of digital mediums to tell their story, further extending their reach to even society’s youngest.

Sport Endorsement: The Six Nations

Another vital arm of Guinness’ new digital marketing campaign is their sponsorship deal with The Six Nations. Being the official sponsor of the tournament since 2007, Guinness are able to advertise themselves across TV channels on an international scale. One would struggle to walk through a British pub without seeing an avid Six Nations fan with a pint of Guinness in hand by the time the tournament rolls around. By associating their product with a highly popular sporting event, Guinness have been able to reach millions digitally and market their product as a natural counterpart to rugby-spectating.

Data-driven Marketing: Guinness Zero

To further consolidate themselves in the modern age, Guinness have also adapted their campaigns by leveraging data-driven marketing. Significant research into consumer behaviours using online data-tracking has revealed to many giants in the drinks industry that alcohol-free beers are an emerging trend amongst modern consumers. More and more people, young and old, are looking to ditch alcohol, possibly to accommodate new lifestyles, without having to miss out on social gatherings.

Guinness have fully taken advantage of this emerging trend. Guinness 0.0 has received extensive marketing, advertised through The Six Nations, TV ads, and social media campaigns. By advertising their product as tasting every bit as good as regular Guinness, Guinness 0.0 now stands out as a lucrative option in the zero-percent market.

Far from being a dated brand, Guinness have achieved the opposite and cemented their product as a popular and trendy drink-choice amongst demographics young and old.

Guinness: 260 years of Marketing Excellence

Guinness have masterfully sustained their cultural relevance and popularity over the course of 260 years. Through a combination of classic marketing techniques and innovative digital marketing strategies, they have been able to consolidate their brand in the modern era. By creating a strong brand identity from its inception, the brand has built a legacy that transcends generations. In the modern era, Guinness continues to resonate with younger audiences, embracing digital marketing techniques to continue to adapt to emerging trends, climbing to become Britain’s ‘favourite pint’.

Takeaways For Marketers

Marketers can learn from Guinness’ ability to adapt to changing trends while maintaining a consistent and recognisable brand presence. Through strategic marketing, Guinness remains not only a historic brand but also a contemporary favourite, proving that even the oldest brands can thrive in the modern age.

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