In 2008, Diageo decided to enter the Brazilian premium beer market. Previously, the company had distributed Guinness, however, they now wanted to introduce Harp and Kilkenny, two other Irish beers. In order to do this, Diageo linked their image to the already known Guinness in Brazil to create the “Guinness Clan” concept.The challenge was to make the beers visible among giants in the market and to join the rock and roll spirit of Guinness to the Gourmet segment.We sent a “gift - invitation” to opinion makers, musicians and gourmets to join the Guinness Clan. A shamrock, the symbol of Ireland and of good luck in Brazil, was planted inside the pint, the traditional Guinness glass. The rock stars customized Guinness glasses, were displayed at the most famous pub in São Paulo, on St. Patrick’s Day.

To launch the Guinness Clan, the musicians played together in a pub. Later, each singer performed in different bars. We also partnered with a restaurant in São Paulo to launch a special menu matching each beer.To keep the brand in the media, we negotiated a no-cost partnership with Whirlpool to launch a customized Fridge.The media placements were over R $700,000 (around US $310,000). Guinness’ sales soared and Harp’s and Kilkenny’s overcame expectations.

The campaign was developed throughout 2008 in São Paulo.In March, we sent a “gift - invitation” to opinion makers to be part of the Guinness Clan. A shamrock, the symbol of Ireland and of good luck in Brazil, was planted inside the pint, the traditional Guinness glass.The rock stars who accepted the invitation customized pints and displayed them at the All Black pub on March 17th, St. Patrick’s Day. From April to June, concerts were performed in different bars (Kia Ora, CB, Dublin), creating the Guinness Clan Tour.In May, a partnership with the restaurant Le Petit Trou was made to launch a special menu matching each beer.The only modification made from the original plan was the launch date for the customized mini- fridge, which depended on the negotiations between Diageo and Whirlpool. It should have been launched on Father’s Day (August), but it happened in November.

Each activity was divulged in main newspapers, magazines, websites and TV networks in São Paulo and other capitals in Brazil.Throughout the year, R $700,000 (around US $310,000) were obtained in positive media placements in major communication networks, as well as gastronomy, business and arts sections and entertainment guides.The participation of opinion formers in the Guinness Clan, first estimated in 10 celebrities, surpassed all expectations and reached 30 names. All were present and engaged in the brand’s activities.The hard work of The Guinness Clan was demonstrated by strong growth in sales, which reached unprecedented numbers in Brazil. All Guinness’ sales were beyond expectations, and also Harp’s and Kilkenny’s acceptance.