Guinness plans ‘a St. Patrick’s Day to remember’ with singing pints of non-alcoholic beer

St. Patrick’s Day is not a holiday known for moderation, but Guinness is using it this year to launch what it says is its biggest-ever responsible drinking campaign—supported by a charmingly goofy spot with singing pints of its Guinness 0.0 non-alcoholic beer. Created by AMV BBDO, the 30-second spot is set to Bonnie Tyler’s hit “Holding Out for a Hero.” The spot is actually titled “Holding Out for a ZERO,” though the lyrics themselves haven’t been changed. It features a chorus of Guinness 0.0 pints singing through the foamy head of the beer. The larger initiative involves giving away 50,000 free pints of Guinness 0.0 across the island of Ireland over the course of St. Patrick’s weekend, encouraging sampling and sending a message of moderation. “This has been a dream brief to work on—finding a creative way to promote responsible drinking on a national holiday so relevant for a proudly Irish brand and to find an approach to the moderation message in a way only Guinness could,” said AMV BBDO managing partner Nick Andrew. The campaign also includes a whimsical out-of-home element, as four iconic pub facades will be rebranded as “Guinness 0.0 Pubs,” including O’Donoghues (Merrion Row, Dublin), O’Connell’s (Eyre Sq, Galway), O’Sullivans (Douglas, Cork) and Common Market (Belfast). “St. Patrick’s Day is one of the key highlights in the social calendar,” said Speaking about the campaign, Alan McAleenan, Brand Director, Guinness IrelandWe are delighted to be championing our non-alcohol beer, Guinness 0.0, in our largest ever responsible drinking campaign in Ireland, and encourage everyone to engage in an enjoyable and responsible way to make it a St. Patrick’s Day to Remember”. From March 16-19, consumers purchasing a four-pack of Guinness with their Clubcard at 164 Irish Tesco stores will receive a free four-pack of Guinness 0.0.

Guinness plans ‘a St. Patrick’s Day to remember’ with singing pints of non-alcoholic beer

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