Guinness: Turning moments that matter into brand growth

As consumers look for more ways to connect with each other in real life, Guinness transformed one of its most iconic brand assets to invite people to share their own ‘Pint of View’. By removing the pint silhouette from its beer mats, we created a frame for communities to fill the space it left behind and capture their own ‘lovely days’. What began in thousands of pubs across Ireland has been seen by millions through user-generated content on social media, showing up across cultural moments from match days to Oasis gigs. Beyond the pub we scaled ‘Pint of View’ across media channels with life-size builds at stadiums, night-time projections in capital cities and iconic billboard placements. ‘Pint of View’ has delivered impressive results. After an initial rollout of 2.5 million beer mats in Ireland, demand surged, with more than 10.8 million mats ordered globally to date.

In Ireland, pubs stocking the beer mats saw higher year-on-year rate of sale growth than those that did not. The momentum has continued across social media and culture, reaching an audience of 3.7 million and growing, delivering 480% higher engagement and 595% greater reach than average Guinness social content. By building on a behaviour consumers were already embracing — capturing and sharing life’s moments — Guinness transformed everyday experiences into a canvas for storytelling, strengthening brand relevance with a new generation of LPA+ drinkers.