Guinness made winter boots that leave pint marks in the snow

AMV BBDO dreamed up a ‘Foot Pints’ prototype, which the brewer is now pitching to consumers

Published On
Dec 20, 2023
Product shot of Guinness Foot Pints boots

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Footwear isn’t the first thing that comes to mind when you think of Guinness. But if you happen to be trudging through a snowstorm to a cozy pub this holiday, the Irish brewer has just the boots for you.

Working with agency AMV BBDO, Guinness this week introduced “Foot Pints”—winter boots that leave pint-shaped footprints when you walk in the snow.

The launch includes the video below, directed by Ste Hinde, which treats Foot Pints almost like a sneaker drop, complete with dynamic hero shots of the product.

 

Guinness has made a limited run of the boots. Consumers interested in nabbing them can sign up on the Guinness website for a chance to win a pair.

Aside from the clever product innovation, the campaign also has a purpose element. Many pubs have struggled financially since COVID, and this new work subtly encourages people to head outside and support pubs this holiday season. The effort will include print and outdoor ads showing the Foot Pints making their way to pubs throughout the country.

The whole thing was inspired by an outdoor campaign that AMV created way back in 2003, showing pint-shaped footprints leading to a pub (see below). Variations of that campaign have run at the holidays ever since.

“Building upon our famous Christmas footprints billboard, we’re launching this fun campaign underlining the iconic Guinness serve while celebrating the festive season and the pubs that play a key role in culture and communion, especially throughout winter,” said Jennifer Gleeson, Diageo senior brand manager.

Guinness bus shelter ad showing pint-shaped footprints leading to a pub