We were tasked with creating a global toolkit for on and off-trade to put Guinness back at the heart of St Patrick’s Weekend.
‘Let's Get Together’ was the overarching thought and renowned artist McBess was commissioned to bring this to life. He created a quirky mix of characters from bikers to hipsters to jockeys as well as referencing Guinness’s heritage with the Surfers, Sapeurs and of course the Toucan, all coming together around a pint.
The designs will feature in every spot you can purchase Guinness… as well as on specially created beer mats, T-Shirts, Back of Bar Displays and In-store FSDU’s.
This positions Guinness as the authentic way to celebrate St Patrick’s Weekend 2017.