GUINNESS: RALLY

Credits:

Type of Entry: Technique
Category: Best PR led integrated campaign
Title: GUINNESS RALLY
Advertiser/Client: DIAGEO-GUINNESS USA
Product/Service: BEER
Entrant Company: TAYLOR New York, USA
PR/Advertising Agency: TAYLOR New York, USA
Creative Credits
Name Company Position
Jim Sias Taylor Senior Account Supervisor
Mike Costabile Taylor Vice President
Dan Sanborn Diageo Senior Director/Marketing Communications And Corporate Relations
Details
Describe the campaign/entry:
In 2008, we were challenged with helping Guinness solidify its market position and enhance sales in an increasingly competitive market. The PR agency developed a marketing communications program to positively impact occasionality among consumers leading up to St Patrick’s Day- a national movement to make St. Patrick’s Day an official holiday. Public Relations led an integrated marketing approach to rally support amongst consumers, media and key distributor partners through national and localized programming. This experiential and through the line campaign enlightened consumers on Irish heritage through the Guinness experience and enabled the brand to take ownership of the season.
Describe the brief from the client:
- Maintain depletions from January-March 2008 versus that period in 2007 - Increase brand awareness (278MM earned media impressions in February-March 2007 to 300MM in 2008) and outpace coverage of competitors; CPM < $9 - Communicate brand’s authenticity and alignment with St. Patrick’s Day season The PR Knowledge Centre conducted a landscape analysis to gauge competitive trends revealing that competitors were attempting to gain market share. Primary research of adults ages 21+ revealed that most consumers (57%) believed “everyone is Irish on St. Patrick’s Day” and 40% planned to celebrate during the weekend/holiday itself. Qualitative research of the target consumer (metro/urban M25-34) revealed that Guinness is considered mainly for special occasions, and while top of mind during St. Patrick’s Day, other brands are associated with the holiday.
Results:
Estimated 7.4% increase in volume sales from January-March 2008 versus previous year; growth rate higher than that of January-March 2007 (4.0%), and the highest of all quarters year on year More than 50 interviews for Murray including: CBS Saturday Early Show, FOX Business Happy Hour and CNN More than 35 interviews for Daly including: Late Night with Conan O’Brien, InTouch Weekly, Adam Carolla and NY Daily News More than 2,419 placements including US News & World Report, USA Today, AP; increase of 2,179 (primarily due to popular ANR) from the previous year More than 330 million media impressions; 16% increase from 2007 Coverage in all 15 top Guinness markets, and 18 of the top 20 DMA markets Outpaced competitive media coverage nearly 6:1 during February-March timeframe More than 352,000 petitioned signatures post February 14 launch CPM < $2.15 (target < $9)
Execution:
We led all-agency sessions developing a through-the-line marketing program containing multiple consumer touch points. PR became the primary program driver supplemented by television spots, digital media, www.Proposition317.com and point-of-sale materials. The PR agency launched a national tour with Guinness Master Brewer Fergal Murray engaging consumers, media and key distributor partners/retailers. Murray spoke to consumers’ desire for authenticity as he is directly ingrained in product development. “Pour the Perfect Pint” experiential on-premise events were coordinated in priority markets wherein consumers and bartenders learned to pour a perfect pint of Guinness with Murray. Proposition 3-17 teams also collected consumers’ signatures. After Murray presented Congress with signed petitions, the program culminated with a media event and public rally at Manhattan’s Herald Square. Celebrity spokesperson Carson Daly led the rally, selected for his Irish roots, brand affinity and appeal to the target audience. The result was a groundswell of media and consumer support and a significant spike in online petition signatures.
The Situation:
The single biggest sales day for Guinness beer is March 17: St. Patrick’s Day. In 2008, the holiday fell on a Monday, which posed a serious challenge for the brand. On a weekday that consumers are less likely to consume alcoholic beverages, forecasts projected a decrease in sales for Guinness and the entire adult beverage industry. We sought to turn this “challenge” into an “opportunity.” While sales on Monday, March 17 might be down, could this be an opportunity to turn a one-day celebration into a five-day celebration by making the holiday relevant with consumers from Wednesday through Monday?
The Strategy:
The St. Patrick’s Day timeframe (February– March) accounts for nearly 25% of Guinness’ annual volume, the holiday providing the largest sales spike. 2008’s goal was to maintain the season’s volume despite anticipated challenges and to own the season with two inherent advantages over competitors: a natural link to St. Patrick’s Day for consumers/ media, and its authentic Irish heritage. Our research found adults ages 21-34 want more holidays as 39% would sign a petition to Congress to make St. Patrick’s Day a nationally-recognized Federal holiday. This insight, combined with secondary research revealed 1) American’s envy the number of European and 2) President’s Day to Memorial Day is the longest period without a Federal holiday in the U.S, led to Proposition 3-17: Make St. Patrick’s Day an Official Holiday; the name a tribute to March 17. Our program would engage adult consumers in a national movement they could collectively embrace, thereby strengthening the brand’s association with the holiday and keeping Guinness top of mind throughout selling season.