Show that Guinness 0.0 allows you to enjoy all the taste and experience of Guinness on more occasions without missing out by bringing to life the Guinness value of Power, Goodness and Communion.
Guinness risks losing its iconic status because it only feels relevant to a select audience: older white males and people only associate it with certain occasions: such as rugby and St. Patrick's day. Guinness 0.0 has the potential to put Guinness at the forefront of premium beer growth by making the brand more relevant to more people, on more occasions, more of the time.
Audience research revealed that being a non-drinker is unexpected. Furthermore, young people are often implicitly or explicitly made to feel like they don't belong when not drinking. Through brand research, we realised that Guinness is an outsider in the beer industry- being the only black beer among a sea of brown beers. This led to our overall insight that: Non-drinkers are seen as outsiders in social situations, just like Guinness is the outsider of beers.
An ambitious 360 campaign that celebrates the black sheep of society where we will curate events and content to celebrate people doing the unexpected and empower them to be the unexpected.
Phase 1: This campaign pays homage to Guinness's musical legacy, expanding on Guinness's previous musically focussed campaigns and reimagining them for a new generation of non-alcoholic drinkers. We will select musical artists who embody the unexpected and collaborate with them in our influencer and social media campaign. These artists will be our Original Guinness 0.0 Black Sheep (OGBS). Our social media campaign will consist of short and long-form videos documenting our OGBS's artistic process and revealing how they came to embrace their black sheep-ness. This content will be shared across their social media.
Phase 2: These partnerships will culminate in The Unexpected Festival in Partnership with Atlantic Records UK- a peer-led music festival made by creatives for creatives that will be the biggest and most exciting non-alcoholic festival the UK has ever seen. Before the festival, our OGBS will also announce a social media competition on their channels. The competition will have two streams, one for music lovers/concert-goers and one for creatives.
Stream 1: Music lovers will enter the competition by uploading a story or post to Instagram with their friend holding a Guinness 0.0 can and hashtagging #Guinness00BlackSheepClub and #TheUnexpectedFestival. This will build excitement and also drive Guinness 0.0 sales.
Stream 2: Creatives and singers will enter a separate competition. Singers will have the opportunity to be selected by one of our Original BSCs to perform at the festival. Creatives will then enter the competition to form part of the creative crew for the Original Black Sheep creatives and the selected singer. The competition will furnish our Original BSCs and selected singers with the creatives from photographers to stylists to art directors that they will need to bring their performances to life on the night. Creatives will also include strategists and copywriters to develop their comms in the lead-up to the event.
Phase 3: Post-festival, the audience will vote through a poll on Guinness Black Sheep Club Instagram for the musician and creative crew they believe should be accepted into the Guinness 0.0 Black Sheep Next Generation Genius Academy. Through the Academy, selected creatives will access intensive mentorship from leaders in their field, allowing them to build their presence and portfolios.
Following this campaign’s ethos of inclusivity and communion, the Black Sheep Creatives who participated on the night who did not get into the Academy will still gain membership into the Black Sheep Club and be able to attend events, workshops and resources to help them develop their work.
One of the significant problems with the music industry is the lack of access that unrecognised talent has to major labels due to scarcity of funding and resources. Through the Academy, Guinness will present a much-needed solution to this problem by providing the music industry with direct access to the hottest emerging artists. Furthermore, partnering with musical talent will allow Guinness to reinvigorate its brand image and position itself as an active culture maker.
By marrying Guinness with musical artists, this campaign will not only provide Guinness access to a new audience but will also help your brand become more culturally relevant and meaningful across the board. Guinness. 0.0 Black Sheep Club will transform Guinness from a beer brand to a symbol of empowerment and unexpected creative genius and community and drive talkability, making Guinness the number 1 non-alcoholic beer brand in the UK.
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Act 1: A typical birthing story. A black woman strains whilst giving birth.
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Act 2: We hear the cry of a baby. We see tears being shed. Family holds each other.
Act 2: We hear the cry of a baby. We see tears being shed. Family holds each other.
