Since Guinness was founded in 1759, it has grown to become the number one stout across the world. Today Guinness sells 1.5 billion+ pints globally each year, but last year had experienced over a decade of share decline, and was overly reliant on sales with male drinkers, aged 45+, in Ireland.

The campaign objectives were to create a new Guinness occasion that could drive peak talkability, increase its brand consideration as being more contemporary, vibrant and light-hearted, and recruit a new generation of LPA -34YO drinkers.

To achieve our goals, we needed an authentic partnership that would culturally resonate with this younger cohort. Strengthening Guinness’ connection meant finding a collaboration that would link the brand to an epic summer of unparalleled spontaneity, escapism and light-hearted fun in Ireland. As part of Homecoming, we wanted to champion modern, Irish culture and celebrate the contagious power of friendship at scale.

Three days, two global music stars, one incredible road trip.

A true friendship that started over a pint of Guinness on St. Patrick’s Day, together we made the most sought-after, entertaining collaboration happen in 2022, capturing the unscripted adventures, rituals, and spontaneous connections made between friends during summer.

Inspired by Horan’s desire to revisit and reconnect with Ireland and his home, the story seamlessly integrates Guinness as a natural part of contemporary socialising; giving unprecedented access into Niall and Lewis’s relationship. Plus the chance for both artists to unveil new music and cement their friendship in the public eye.

Retracing the origins of the exciting life journey, friendship and the experience of modern, vibrant Ireland today, these extraordinary talents not only embody the values of camaraderie, communion and friendship, but two global icons grounded in their roots. They never sway away from where they started from, similar to Guinness’ DNA.

Guinness is famed for its iconic advertising. Whilst the industry was increasingly focussed on short-form content, this target audience weren’t consuming our media in traditional formats and channels.

Developing a campaign anchored in long-form TV was risky. Research showed musicians indexed +84% in influence amongst LPA -34YO. When global superstars and Guinness drinkers – Niall Horan and Lewis Capaldi - approached us, we knew it was worth taking.

Conceding creative control was critical. For our story to be told authentically, we had to let Niall and Lewis do it in an unscripted way to capture this audience’s attention. If it was overtly branded, it would not secure a broadcast partner, yet we needed to deliver significant brand advocacy to overcome our business challenges.  

This Diageo Ireland-first branded entertainment TV programme acted as the springboard for an ambitious integrated campaign that leveraged the tools and channels that connect with this audience.

Guinness was the biggest recruiter amongst LPA-34yo during ‘Homecoming’ activation

- Increased sales volume by +21%

- 89% of total population was aware of Guinness Homecoming

Increase consideration of Guinness as contemporary, vibrant, light-hearted brand

- 83% viewers felt Guinness came across as “light-hearted, fun and sociable”

- 78% want to “see more content like this from Guinness”.

- Only 8% felt it was a marketing push  

(Kantar)

Create an authentic Guinness brand moment to drive peak talkability and engagement

- Guinness talkability during Homecoming: +125% vs. previous peak for Diageo Ireland

- 430K+ streams in the first month

- Grafton Street busking PR stunt generated 102 articles

- Earned two additional primetime re-runs on Virgin & coveted Gogglebox spot

- 89% positive campaign sentiment

Supporting Niall & Lewis’ social fanbase growth

New audience reach

- Niall: 1.1m

- Lewis: 873k

New audience engagement

- Niall: 1m

- Lewis: 466K