Guinness Blends Tradition, Inclusivity, and the Taste of Non-Alc to New Premier League Campaign
Leveraging the kick-off of the Premier League season, Guinness has made big moves as the official beer and non-alcoholic beer partner of the league. With their campaign, "Lovely Game for a Guinness," created by AMV BBDO, they’re not just celebrating football—they’re redefining what it means to different people.
Photo: Diageo.com, Press Release
The non-alcoholic beverage market is seeing massive growth, driven by health-conscious trends and the rise of sober curiosity, and Guinness is tapping right into this wave.
The campaign features four films, each showcasing communities bonded by football and Guinness, whether they’re on the pitch or gathered in front of the screen or on the sideline. Rolling out to over 70 countries, these ads hit on a few powerful themes:
Football is more than a sport—it’s a unifying force that brings people together from all walks of life.
Rituals are at the heart of the game, whether it’s meeting friends at the pub to watch a match or sharing a Guinness while cheering on your team.
The rise of non-alcoholic beverages aligns with the new generation's focus on health and responsible choices, highlighting a shift in cultural norms.
Inclusivity is key—Guinness is positioning both its alcoholic and non-alcoholic options as drinks for everyone, fitting seamlessly into any football experience.
What Guinness has done so brilliantly is to focus on the power of fan engagement, cultural moments, and emotional experiences. They’ve elevated their brand by weaving it into the fabric of football culture, creating a feeling that drinking a Guinness (even a non-alcoholic one) is part of the shared ritual of the game.
“The Premier League isn't just football, it's a global occasion. Millions of fans come together every week in stadiums, pubs and homes, united by their love of the game. For Guinness, it's an amazing opportunity to continue the success of the Guinness brand globally and become part of new rituals and existing traditions worldwide, by creating imaginative stories and experiences that tap into the passions and connections between the beautiful game, and the beautiful beer.” Stephen O’Kelly, Global Brand Director, Guinness
Now, let’s apply this thinking to education. The new generation of parents, often Millennials and older Gen Z, are redefining what they expect from schools. Just like football fans crave experiences and a sense of belonging, these parents want schools that create engaging, purposeful, and holistic experiences for their children. Here’s how:
Digitally Native and Tech-Savvy: Just as Guinness is meeting fans where they are (on screens and in stadiums), schools need to connect with parents through digital channels, leveraging social media, video content, and interactive online platforms.
Dux Take: Focus on - What’s driving them to these platforms? A few questions to consider:
❓What content are they engaging with most?
❓How does this content make them feel?Focus on Holistic Education: The emphasis on rituals and connection in the Guinness campaign mirrors what parents are looking for in schools—programs that go beyond academics to develop emotional intelligence, creativity, and well-being in their children.
Dux Take: Focusing on rituals and before creating experiences, asking yourself:
❓What rituals are tied with schools?
❓What is something that reminds you of your school days?
❓What community rituals bring everyone together?Experience-Driven Mindset: Parents today value unique, experience-based learning for their kids, similar to how football fans value the game day experience. Schools should focus on innovative teaching methods that encourage hands-on learning and real-world problem-solving.
Dux Take: Agree, everyone’s doing this! It’s how we are doing it we need to bring to the forefront not just saying “we do it”. Select examples, select the strategic goal or initiative your school is focusing on and draw on it in a campaign form. Focusing on one thing is more powerful than “it all”.Purpose-Driven and Socially Conscious: Just as Guinness taps into social consciousness with their responsible drinking message, schools should showcase their values and commitment to making a positive impact on the community, aligning with parents’ desire for meaningful education.
Dux Take: Develop a campaign focused on your key messaging - forget the “call to action” of enrollement. This will come naturally if your audience engages with what you are doing!Demand for Transparency and Communication: Much like how Guinness is transparent about its offerings, schools must be open and honest in their communication with parents, offering real-time updates and actively listening to their needs.
Dux Take: We know you do this as well. It's important to be open, not only about your successes but also about what you're currently working on. It really demonstrates that you're engaged and truly listening!Personalization and Customization: Just as the football experience can be personalized, schools should tailor educational experiences to meet each child’s unique needs, creating a sense of individuality and belonging.
Dux Take: This is another area school’s live by the script. Show examples, what does a unique experience entail or look like?Involvement in Decision-Making: The interactive element of the Guinness campaign encourages fan engagement; similarly, schools should involve parents in the educational journey, giving them a voice in their child’s learning experience.
Dux Take: Hello PTA 😂 This, of course, has boundaries, engagement in PR activations is one! Many of your marketing teams are small, parent involvement can help with personalizing the experience and fostering more word-of-mouth and engagement.Health and Wellness Focus: With Guinness promoting non-alcoholic options to cater to the health-conscious crowd, schools should also emphasize wellness initiatives, mental health support, and physical education, reflecting parents' priorities for a safe and supportive environment.
Dux Take: In our opinion, utilizing schools counselling leads is crucial. Focus on the pastoral support strategy, and in carefully curated content, devise a strategy to help and support you community through wellness initiatives, tips to support children, tips to support community, etc.
Just like Guinness has expanded its brand by aligning with cultural moments and engaging audiences on a deeper level, schools that adapt to the values and needs of this new generation of parents will stand out. It’s not just about education; it’s about creating an experience that families want to be a part of—a community where they feel connected, supported, and truly valued.
Sources: Guinness, Press Release
Photo: Diageo.com, Press Release