Guinness Six Nations: the power of connections

Feature

Our Guinness Clear responsible drinking advert won a Gold at the Cannes Lions for Brand Experience and Activation

Europe’s premier international rugby tournament celebrates the humanity and friendship that underpin one of sport’s fiercest rivalries. It’s an ideal partner for Guinness, a brand with decades of ties to rugby. In 2019, we were proud to become the title sponsors of the Guinness Six Nations Rugby  Championship and Official Sponsor of the Women’s Six Nations Championship.

The partnership is a perfect opportunity to connect with consumers, grow our brand, reinforce our responsible drinking message and demonstrate our commitment to gender equality. Our award-winning Guinness Clear responsible drinking adverts, described on page 47, were a key element in a campaign that was deeply rooted in the values shared by Six Nations rugby and Guinness. Overall, we reached over 172 million consumers globally1, tracked more than 55,000 uses of the #GuinnessSixNations hashtag2and broke through our own targets on reach in traditional media. Our tracking showed that Guinness is, for the first time ever, the brand most associated with rugby in Great Britain and Ireland3.

1 Nielsen 2019

2 31 Jan – 31 Mar twitter, Facebook and Instagram.

3 Kantar 2019.