On St. Patrick’s Day 2020 in the midst of the coronavirus (COVID-19) pandemic, Guinness is on brand and on message in this ad. Why does this matter?

“Alcoholic brands are poised to take a major hit as more people stay home and avoid bars during the coronavirus pandemic. But the brand facing the most immediate challenge is Guinness—because it relies heavily on St. Patrick’s Day revelry that has been severely muted as the virus spreads.” Guinness uses its brand voice to unify and focus on the positive.

Well done! Happy St. Patrick’s Day. Yes, we did toast at home with a Guinness.


Photo in header by Jessica Johnston