In August, Guinness also launched the largest global campaign in its history to mark its partnership with the Premier League.
Guinness’ campaign for soccer fans is an example of how it has been trying to reach a wider audience and modernize its image. Through recent marketing, Guinness has appealed to younger people, women, and summertime occasions.
So far, it’s working. Guinness increased sales in the U.K. with its last summer campaign, which mirrors global growth across the stout category. Insights firm IWSR attributed the recent rise in stout to an “expanding consumer base,” particularly among women and young people, driven by effective marketing from brand leaders like Guinness.
Uncommon’s star rises
Winning Guinness is a coup for Uncommon, which expanded to New York last year following its sale to Havas.
Since setting up shop, Uncommon New York has won business from broadcaster SiriusXM and grooming brand Harry’s.
It also hired Sam Shepherd from Leo Burnett Chicago as chief creative officer and Lindsay Cole from Droga5 as president.
