Guinness
Football and Guinness. A winning off-the-field combination.
Strategic Insight: In America, "Irishness" is more than an ethnicity; it’s a mindset associated with grit, loyalty, and tradition—values that are perfectly mirrored in the world of American football.
The Setup: Transition the brand from a "holiday-only" Irish stout to an essential American Saturday and Sunday ritual. By securing official partnerships with institutions like Notre Dame (The Fighting Irish) and leaning into NFL legends like Joe Montana and Joe Burrow, the strategy positions Guinness as the premium choice for the dedicated fan.
Also be sure to check out these earned media campaigns that I helped lend a creative hand to create some buzz for the best beer in the beer universe:
guinness-the-craic
surging-together
Roles Played:
Creative Director
Copywriter
Guinness Enjoyment Specialist