Guinness St. Pat’s Day
Although it’s globally an iconic brand, Guinness faced the challenge of not being relatable to young beer drinkers in Singapore. And with St. Patrick’s Day around the corner, we needed to ensure we could form a connect between the brand and drinkers. We conducted a survey to dig into socializing trends in Singapore, and found out that a key reason why young locals only went out in small groups was that their friends cancelled on them. So we came up with the St. Pat’s pledge – An oath you take to show up to the St. Patrick’s Festival with your friends, in exchange for a guilt-free ‘cancel pass’ for any other event in the year. The rest is history – Compared to the previous year, we doubled footfalls at the event, outsold the pints, and got Singapore talking about Guinness.