Guinness reclaims winter as its own in latest campaign

June 1, 2021 3:53

Lion Beer’s Irish stout, Guinness, is launching a new campaign to reclaim the winter months as ‘Guinness Season’.

The new brand platform, ‘It’s Guinness Season’ is inspired by the idea of escaping to a winter lodge with friends and family. From today (1 June) the campaign comes to life in ads across online video, social and out-of-home, and through partnerships with on-and-off site premises, Concrete Playground and former My Kitchen Rules judge and self-confessed Guinness lover, Colin Fassnidge.

“We’re excited to launch our biggest winter campaign for Guinness ever,” said Malcom Eadie, Lion brand director premium and craft.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.