In 2008, we were challenged with helping Guinness solidify its market position and enhance sales in an increasingly competitive market. The PR agency developed a marketing communications program to positively impact occasionality among consumers leading up to St Patrick’s Day- a national movement to make St. Patrick’s Day an official holiday. Public Relations led an integrated marketing approach to rally support amongst consumers, media and key distributor partners through national and localized programming. This experiential and through the line campaign enlightened consumers on Irish heritage through the Guinness experience and enabled the brand to take ownership of the season.

We led all-agency sessions developing a through-the-line marketing program containing multiple consumer touch points. PR became the primary program driver supplemented by television spots, digital media, www.Proposition317.com and point-of-sale materials.The PR agency launched a national tour with Guinness Master Brewer Fergal Murray engaging consumers, media and key distributor partners/retailers. Murray spoke to consumers’ desire for authenticity as he is directly ingrained in product development. “Pour the Perfect Pint” experiential on-premise events were coordinated in priority markets wherein consumers and bartenders learned to pour a perfect pint of Guinness with Murray. Proposition 3-17 teams also collected consumers’ signatures. After Murray presented Congress with signed petitions, the program culminated with a media event and public rally at Manhattan’s Herald Square. Celebrity spokesperson Carson Daly led the rally, selected for his Irish roots, brand affinity and appeal to the target audience. The result was a groundswell of media and consumer support and a significant spike in online petition signatures.

Estimated 7.4% increase in volume sales from January-March 2008 versus previous year; growth rate higher than that of January-March 2007 (4.0%), and the highest of all quarters year on yearMore than 50 interviews for Murray including: CBS Saturday Early Show, FOX Business Happy Hour and CNNMore than 35 interviews for Daly including: Late Night with Conan O’Brien, InTouch Weekly, Adam Carolla and NY Daily NewsMore than 2,419 placements including US News & World Report, USA Today, AP; increase of 2,179 (primarily due to popular ANR) from the previous year More than 330 million media impressions; 16% increase from 2007 Coverage in all 15 top Guinness markets, and 18 of the top 20 DMA marketsOutpaced competitive media coverage nearly 6:1 during February-March timeframeMore than 352,000 petitioned signatures post February 14 launchCPM