In its biggest responsible drinking campaign to date, the iconic Irish tipple is calling on Ireland to make it a St Patrick’s Day to (actually) remember this year.
Developed in partnership with creative agency AMV BBDO, the campaign will communicate messages of moderation and responsibility by giving away 50,000 free pints of Guinness 0.0, the brand’s zero-alcohol proposition.
At the centre of the campaign is a delightfully playful ‘Singing Pints’ creative in which pints of Guinness 0.0 are animated to sing along to Bonnie Tyler’s smash hit ‘Holding Out For A Hero’.
Over 300 different locations will participate in the giveaway, with four historic pubs rebranding as ‘Guinness 0.0’ pubs on 17th March. Free pints will be available in a further 150 pubs via the Any Excuse app from 16th – 19th March.
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“St. Patrick’s Day is one of the key highlights in the social calendar. We are delighted to be championing our non-alcohol beer, Guinness 0.0, in our largest ever responsible drinking campaign in Ireland, and encourage everyone to engage in an enjoyable and responsible way to make it a St. Patrick’s Day to Remember,” Guinness Ireland brand director, Alan McAleenan said.
Customers shopping in one of 164 Tesco stores across the Republic will also be able to enjoy a free Guinness 0.0 four-pack via a Clubcard purchase.
AMV BBDO managing partner, Nick Andrew added: “This has been a dream brief to work on – finding a creative way to promote responsible drinking on a national holiday so relevant for a proudly Irish brand and to find an approach to the moderation message in a way only Guinness could”.
