As a brand that's over 264 years old with bold flavours, it’s no surprise Gen Z's think we're old and bitter. So, how do we not only capture their attention, but also convert them into Guinness lovers? While they don't like Guinness’ bitter taste, they like weird food like Pasta Chips and Sushi Pizza. So, as a brand that’s the perfect ingredient for thousands of recipes, we found the perfect opportunity. If we can't make Gen Z's drink our beer, we made them eat it. By putting the power in their hands to create unique Guinness dishes in real-time, in their own unique language: Emojis. We created an Instagram Chatbot that maps food emoji combinations to our database of thousands of Guinness recipes to generate a Guinness dish in real-time. If the recipe didn’t exist, we created them at our Guinness Flavour by Fire festival with celebrity chef, Sherson Lian.

The Emoji-Nation campaign was deeply rooted in the behaviour of Malaysian Gen Zs towards Guinness. In Malaysia, Guinness is perceived as an old brand due to its bitter taste and traditional image, which contrasts with the preferences of Malaysian Gen Zs, who prioritise novelty. To address this, the campaign leveraged emojis, a primary form of expression among Malaysian Gen Zs, to create real-time Guinness-infused dishes through an Instagram chatbot. This strategy aligned with the language and preferences of Malaysian Gen Zs, bridging the gap between Guinness' heritage and contemporary tastes. Additionally, the campaign integrated online and offline elements, such as the Flavour by Fire festival, to cater to Malaysian Gen Zs' cultural consumption habits. By offering a blend of digital and physical experiences, the campaign effectively engaged Malaysian Gen Zs on multiple levels, fostering a positive connection with the brand. Overall, the Emoji-Nation campaign successfully transformed perceptions of Guinness among Malaysian Gen Zs by recognising and leveraging cultural insights and preferences. This resulted in an increase of 0.4 points in brand power, the highest since 2021, and an increase of 3 points in brand meaningfulness, garnering 186 million impressions and leading to the consumption of 42,000 pints, indicating substantial commercial success.

The Emoji-Nation campaign showcases remarkable creativity in addressing Gen Z's aversion towards Guinness. By capitalising on their love for unconventional food trends and emojis, the campaign reframes the brand's image. It cleverly empowers Gen Z to create Guinness-infused dishes using emojis in real-time, transforming them from passive observers to active participants. This approach resonates with Gen Z's digital fluency and creativity while demonstrating Guinness' adaptability in contemporary culture. Partnering with celebrity chef Sherson Lian for the Guinness Flavour by Fire festival adds a tangible, immersive experience that reinforces Guinness' compatibility with diverse flavours. In essence, the campaign effectively bridges the gap between tradition and modernity, engaging Gen Z in a language and format they understand and appreciate, all through innovative and creative means.

The strategy for the Emoji-Nation campaign was meticulously designed to resonate with Gen Z, a demographic known for their aversion to Guinness' bitter taste and traditional image. Understanding their preference for unconventional experiences and digital interaction, the campaign leveraged emojis as a creative language to engage them. By utilising an Instagram chatbot, the campaign allowed real-time creation of Guinness-infused dishes, aligning with Gen Z's digital fluency and penchant for unique expression. The physical extension of the campaign at the Guinness Flavour by Fire festival, in collaboration with celebrity chef Sherson Lian, provided an immersive experience, appealing to Gen Z's desire for tangible engagements. This seamless integration of digital and physical touch points ensured an engaging consumer journey, leading to elevated brand affinity and substantial commercial success, evidenced by 186 million impressions and the consumption of 42,000 pints.

The execution of the Emoji-Nation campaign was strategic and carefully planned to resonate with Gen Z's tastes and preferences. It unfolded over a specific timeline, starting with concept development and the creation of the Instagram Chatbot. The campaign was strategically placed across various digital platforms, ensuring widespread visibility among the target audience. It reached Gen Z through social media, online advertising, and influencer partnerships. The campaign's implementation timeline followed a phased approach, beginning with the launch to generate excitement among Gen Z. The real-time creation of Guinness-infused dishes using emojis through the Instagram Chatbot was a highlight, driving consumer engagement. The physical extension of the campaign at the Guinness Flavour by Fire festival offered an immersive experience, further enhancing brand engagement. Overall, the execution of the Emoji-Nation campaign was strategic and scalable, resulting in widespread reach and meaningful interaction with Gen Z consumers.

The campaign achieved widespread reach, garnering 186 million impressions across various digital platforms and touch points. Gen Z's engagement with the campaign was significant, with over 500 unique emoji combinations submitted and utilised to create real-time Guinness dishes through the Instagram chatbot. The campaign resulted in a notable increase in Guinness consumption, with 42,000 pints sold during the Flavour by Fire Festival. Achievement against business targets: The campaign surpassed expectations, achieving a 0.4 point increase in brand power, the highest since 2021, and a 3 point increase in brand meaningfulness. This indicates substantial progress towards the brand's goals of revitalising its image among Gen Z consumers and increasing its relevance and appeal in contemporary culture.