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

The brand is giving out 50,000 free pints of Guinness 0.0 across Ireland on March 17 weekend

Published On
Mar 09, 2023
Singing pints of Guinness 0.0 non-alcoholic beer

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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).

O’Donoghues pub in Dublin changed to 0.0’Donoghues for Guiness campaign

O’Sullivan’s pub in Cork changed to 0.0’Sullivan’s for Guiness campaign

O’Connell’s pub in Galway changed to 0.0’Connell’s by Guinness for St. Patrick’s Day

“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.


Mar 09, 2023
Client :
Agency :
Nicholas Hulley
Nadja Lossgott
Creative Team :
Scott Kelly
Creative Team :
Alexandra Sandford Smith
Creative Team :
Colin Jones
Creative Team :
Phil Martin
Creative Team :
Nellie Santee
Creative Team :
Sergio Takahata
Creative Team :
Tim Riley
Agency Planning Team :
Joe Smith
Agency Account Team :
Nick Andrew
Agency Account Team :
Elana Murphy
Agency Account Team :
Harry Frohlich
Agency Producer :
Nick Godden
Agency Producer :
Kieran O'Malley
Agency Producer :
Sophie Alliot
Media Agency :
Production Company :
Red Studios
Director :
Scott Kelly
Production Company Producer :
Nick Godden
Production Company Producer :
Stan Stanworth
Edit :
Sam Allen
Post Production Company :
Sound Studio :
Sounds Good Studio
Photography Production Company :
Yoke Production
Photography Production :
Patrick Daly
Photography :
Picture Club
Photographer :
Greg White
Post Production :
One White Chair
Post Production :
Karl Hugill
PR Agency :

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