LONDON, UK — As anticipation builds for St. Patrick’s Day and celebrations kick off across Ireland, non-alcoholic beer brand Guinness 0.0 has launched its biggest ever responsible drinking campaign, to encourage people to “Make it a St. Patrick’s Day to Remember.”
Created with creative agency AMV BBDO, the campaign has been developed to communicate a message of moderation, and to encourage consumers to try the non-alcoholic beer, with 50,000 free pints of Guinness 0.0 being made available across the island of Ireland over the course of St. Patrick’s weekend.
In the brand’s largest ever sampling of its non-alcoholic beer, free pints of Guinness 0.0 will be available in over 300 different locations across the country. Four participating iconic pub facades will be rebranded into “Guinness 0.0 Pubs” including O’ Donoghues (Merrion Row, Dublin), O’ Connell’s (Eyre Sq, Galway), O’ Sullivans (Douglas, Cork) and Common Market (Belfast) where customers can enjoy a free pint of Guinness 0.0 on March 17, as well as in 150 other pubs nationwide via the Any Excuse app where a pint of Guinness 0.0 will be redeemable March 16-19.
Other locations include Dublin Airport on March 17-18, Aviva Stadium for people attending the highly anticipated Guinness Six Nations finale, Ireland v England, on 18th March and the Guinness Storehouse, where all guests will receive a complimentary pint of Guinness 0.0.
Additionally, in 164 Tesco stores across the Republic of Ireland March 16-19. Consumers purchasing a four-pack of Guinness with their Clubcard will receive a free four-pack of Guinness 0.0.
Amplifying the chorus of celebrations in Ireland and extending the conversation to social media, AMV has created a joyous film, with a chorus of Singing pints, accompanied by Bonnie Tyler’s hit “Holding Out For a Hero.” A fun and interactive Snapchat filter that gives users the chance to create singing 0.0 pints of their own.
Speaking about the campaign, Guinness Ireland Brand Director Alan McAleenan said, “St. Patrick’s Day is one of the key highlights in the social calendar. We are delighted to be championing our non-alcohol beer, Guinness 0.0, in our largest ever responsible drinking campaign in Ireland, and encourage everyone to engage in an enjoyable and responsible way to make it a St. Patrick’s Day to Remember.”
AMV BBDO Managing Partner Nick Andrew added, “This has been a dream brief to work on – finding a creative way to promote responsible drinking on a national holiday so relevant for a proudly Irish brand and to find an approach to the moderation message in a way only Guinness could”.
In addition to the current offering via cans and MicroDraught, Guinness 0.0 will also be available on draught in select pubs and restaurants. Consumers can find out how to redeem a free pint across St. Patrick’s weekend by clicking here.
Campaign title: Make it a St Patrick’s Day to Remember
Client name: Alan McAleenan, Anna Sablovscaia and Anne Zahan
Creative Agency: AMV BBDO
CCO: Nicholas Hulley and Nadja Lossgott
Creative Director: Nicholas Hulley, Nadja Lossgott and Andre Sallowicz
Creative Team: Scott Kelly, Alexandra Sandford-Smith, Colin Jones, Phil Martin, Nellie Santee and Sergio Takahata
Agency Planning Team: Joe Smith
Agency Account Team: Nick Andrew, Elana Murphy and Harry Frohlich
Agency Producer: Nick Godden, Kieran O’Malley and Sophie Alliot
Media Agency: PHD
Production Company: Red Studios
Director: Scott Kelly
Production Co. Producer: Nick Godden, Stan Stanworth
Edit: Sam Allen
Post-production Company: Daydreamervfx
Sound studio: sounds good
Photography Production Company: Yoke Production c/o Patrick Daly
Photographer: Greg White c/o Picture Club
Post Production: One White Chair c/o Karl Hugill
PR agency: WHPR