
Guinness 232 Coffee
How do you maintain Guinness’ association with Rugby during a tournament they’re not an official sponsor of when matches are being played during breakfast? By creating a new product, in a new category: Guinness coffee.
Established in London in 2008, we were born social, and perfectly positioned to capitalise on the evolution of marketing. In the last 15 years, we’ve grown to a network of 1,300+ amazing people in 18 thriving global offices, with more than 200 here in London. Our wider network allows us to draw on the expertise of our colleagues from Shanghai to Sydney, Milan to New York and more.
We make ideas worth talking about. We understand social behaviours within online communities, cultures and subcultures, spanning the social and gaming landscape. We work with the world’s biggest brands, including adidas, Starbucks and Lidl, to reach the right people in a strategic, relevant and effective way.
How do you maintain Guinness’ association with Rugby during a tournament they’re not an official sponsor of when matches are being played during breakfast? By creating a new product, in a new category: Guinness coffee.
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Our challenge was to use Guinness’ social channels to drive a natural association between rugby and Guinness, whilst enriching the Rugby experience for both die hard Rugby fans and those casual fans more drawn to the social occasion. All whilst putting pints in hands.
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