Guinness, Ireland's Favorite Stout, Wants to be American Too
Guinness traversed all 50 U.S. states for an ad campaign attempting to win over American drinkers to the Irish stout.
Today, the Diageo brand is debuting its first campaign developed by Uncommon Creative Studio New York after hiring the agency last year.
"A Lovely Day" is a modern interpretation of the stout brand's long-running tagline, "Lovely Day for a Guinness," which began appearing in ads during the 1930s.
The new film, running on TV, digital, and social media, is a celebration of community. It chronicles a 5,057-mile journey across the nation, capturing snapshots of real people and diverse groups from every state.
The 50 communities featured in the campaign include a brass band in New Orleans, an ice-fishing competition in Minnesota, a rugby team in New Mexico, and a plumbers union in Chicago.
"We met real people and witnessed real moments. All we did was bring the Guinness and let the cameras roll," Joyce He, vice president of Guinness, said in a statement. "It's a refreshing reminder that we all thrive the most when coming together as communities."
The work will be the centerpiece of Guinness's Lovely Day Project, which it introduced last month ahead of St. Patrick's Day, inviting people across the U.S. to share celebrations and stories.
Along with the new ads, Guinness will release a limited edition draught stout can, designed by Los Angeles graphic artist Sebastian Curi.
A lovely time for stout
With its new campaign, Guinness is looking to carry its popularity from its home base of Ireland and the U.K. across the Atlantic.
Guinness brought on Uncommon, the hot shop that expanded to the U.S. from London in late 2023, amid a surge of stout sales worldwide. While overall beer, wine, and spirits sales fell by 1.6% in the U.K. last year, demand for stout in supermarkets increased by 13%, per NielsenIQ.
Guinness is helping influence this trend and driving momentum at owner Diageo, delivering double-digit growth for an eighth consecutive half-year, according to Diageo chief executive Debra Crew in the company's latest earnings report.
Recently, the Irish stout brand has been focused on widening its consumer base, particularly among younger people and women, and changing its reputation as an "old man's drink." Guinness's marketing has helped boost its popularity among Gen Z, inspiring TikTok challenges like "splitting the G." Some U.K. pubs even reported a shortage of the drink earlier this year.
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