Guinness & Culture
A transformational actionable playbook to unlock how Guinness should play within culture.
Task
In 2020, Platform13 was tasked by Guinness to explore how to make the brand culturally relevant beyond its traditional heartland of Rugby and the south of England and to find ways to credibly widen the brand’s status as a Pub icon, in the face of the global pandemic.
Approach
We kicked off with deep dive into the brand and conducted ethnographic research to identify and speak to latent communities that already had Guinness as part of their cultures, but which had often felt unnoticed and uncelebrated.
Our insights were supported by desk research, targeted focus groups, a targeted survey and consultation and workshops.
Output
The Guinness Cultural Playbook, a strategic actionable proposition to unlock how Guinness should play within culture, including a comprehensive year long plan and drumbeat of activity across platforms, comms, product and content to bring the strategy to life.
The new cultural platforms we created were: My Guinness for communities in food, sport, music and art with real people and real stories across the UK and Never Settle, a platform for inclusivity in Rugby.