IDEA - GUINNESS 250 inspires the remarkable.
OBJECTIVE - Use GUINNESS 250 as a platform to grab the world spotlight and to recruit a new generation of men to drink GUINNESS frequently.
ISSUE - 26 yr old guys see GUINNESS as an occasion beer (St Patricks Day/Irish Pubs) or a beer drunk by men older than they are. It's a loved brand but for many younger drinkers just isn't right for now.
INSIGHT 26 year old guys are permanently on the look out for new experiences, generating barroom currency. Both the experience and the stories around it punctuate their everyday lives. The brands they choose need to help them on this personal quest in ways that are relevant and challenging. This desire goes to a whole other level and expectations are raised in the context of special or landmark occasions.