Guinness - Holding out for a ZERO Camapign
An interesting aspect is the use of a viral TikTok trend to promote the non-alcoholic product. By tapping into popular culture and leveraging a catchy, nostalgic song, Guinness effectively engages with a younger audience while reinforcing the responsible drinking message.
The campaign highlight is its unique and memorable ad where animated pints of Guinness 0.0 perform a fun and engaging musical number. This clever and visually appealing approach aims to capture attention and convey the message of enjoying St. Patrick's Day responsibly with non-alcoholic beer.
Younger Adults: Those who are more likely to be active on TikTok and enjoy viral trends.
Responsible Drinkers: Individuals who are looking to enjoy celebrations without alcohol.
Health-Conscious Consumers: People interested in non-alcoholic alternatives.
Festive Celebrators: Those who participate in St. Patrick's Day festivities.
Existing Guinness Fans: Consumers who already enjoy Guinness and are open to trying its non-alcoholic version .
TARGET AUDIENCE
About the
Campaign -
An interesting aspect is the use of a viral TikTok trend to promote the non-alcoholic product. By tapping into popular culture and leveraging a catchy, nostalgic song, Guinness effectively engages with a younger audience while reinforcing the responsible drinking message.
Core Theme of the Campaign -
Viral Marketing: Utilizes a popular TikTok trend to connect with a younger audience .
Musical Ad: Features animated pints singing Bonnie Tyler classic hit, creating a fun and memorable experience .
Responsible Drinking: Encourages enjoying St. Patrick Day responsibly with a non-alcoholic option .
Engaging Visuals: The animated pints provide a unique and eye-catching element that stands out.
Nostalgic Appeal: Uses a well-known song to evoke nostalgia and attract attention .
Seasonal Tie-In: Ties the campaign to St. Patrick Day, a major drinking holiday, to promote the non-alcoholic option.