Guinness is reclaiming the winter months as ‘It’s Guinness Season’ – a time of year that with a Guinness in hand is full of possibility and magic moments with mates.
Cooking up a feast for family and friends, a weekend away in the hills or catching up by the fireplace in a favourite pub are all moments that ‘It’s Guinness Season’ will celebrate and elevate.
‘It’s Guinness Season’ is the brand’s new creative platform inspired by the idea of escaping to a winter lodge with friends and family.
From June 1st, the magic comes to life in new ads across online video, social and out of home, and through partnerships with Concrete Playground and former My Kitchen Rules judge and self-confessed Guinness lover, Colin Fassnidge.
Bringing the winter charm to life is ‘The Lodge’, both a physical destination to win a getaway to as well as a microsite of content, rewards and experiences, all redeemable through on and off-premise promotions throughout winter.
Partnering with select bars and retailers across the country, Guinness will give consumers the opportunity to win prizes from The Lodge, including a Chesterfield armchair, premium audio system, handcrafted woollen blankets and more.
Two pints or two six-packs is all consumers need to purchase to go into the running to win instant prizes or to go into the draw to be one of three lucky recipients of a weekend away at The Lodge, valued at more than $2,000.
“We’re excited to launch our biggest winter campaign for Guinness ever,” said Malcom Eadie, Brand Director Premium and Craft at Lion.
“We know everyone loves a Guinness on St Pat’s Day, but this campaign is about reminding drinkers that Guinness is the perfect choice in winter when you’re looking for a drink to savour while connecting with friends.”
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