SITUATION

In Singapore's competitive stout beer market, Guinness faced the challenge of launching its innovative (and expensive) product, NITROSURGE, amidst the rising popularity of competitor brands.

BRIEF

Guinness needed to creatively introduce NITROSURGE, which enables consumers to recreate the iconic pub-style Guinness pour at home, in a market dominated by traditional pub drinking culture.

OBJECTIVES

The key objectives were to raise awareness of NITROSURGE, encourage product trials by demonstrating its unique capabilities, establish it as a must-have device for Guinness enthusiasts, and leverage Guinness's historic connection with rugby to engage a younger audience.

IT’S JUST NOT GUINNESS IF IT’S IN A CAN

Despite Guinness's heritage and popularity, there was a challenge: shifting long-standing perceptions that Guinness from a can is a subpar experience to Guinness from a keg. While NITROSURGE was key to unlocking a new realm of possibilities for enjoying Guinness, many loyal fans were unaware or unconvinced of its potential to replicate the pub pint experience.

WHY GO WATCH THE GAME AT THE PUB WHEN YOU CAN BRING THE PUB TO THE GAME

To communicate the ‘anywhere, anytime’ proposition of NITROSURGE and prove that NITROSURGE offered the same pub-perfect Guinness you would find at the pub, we constructed a bona fide Irish pub in the heart of the Singapore National Stadium’s main grandstand—serving pub-perfect pints of Guinness, delivered by NITROSURGE. This unique experience demonstrated that perfect pints of Guinness could now be savoured anywhere with Guinness NITROSURGE.

To connect with 18–35 year-old Singaporeans and differentiate NITROSURGE in a memorable way, we utilised our sponsorship of the Singapore Rugby Sevens, using this event as the stage for our campaign.

DELIVERING PUB-PERFECT PINTS TO THE PITCH

Our strategy centred on demonstrating that the iconic pub-perfect pint of Guinness, thanks to NITROSURGE, can be enjoyed anywhere – transcending the conventional pub environment.

“PERFECT PINTS ANYTIME, ANYWHERE”

The campaign's mantra focused on the NITROSURGE device's ability to deliver a pub-quality pint in any setting. This concept came to life with the Pitchside Pub serving as a dynamic showcase for this innovative product:

-Engaging Rugby Fans, an audience that is already well-connected with the Guinness brand.

-Experiential Marketing allowed fans to witness and enjoy NITROSURGE-poured pints firsthand.

-A Product Utility Demonstration was pivotal in illustrating NITROSURGE's ability to replicate the perfect Guinness pint, fostering product adoption among consumers.

Over the weekend, every slot in The Pitchside Pub was claimed, making it the talk of the tournament.

The results were compelling.

42,000 footfall at the stadium**

4 minutes of air time on the jumbotron*

Total cumulative TV Audience of 1,250,791 across 16 markets**

8m brand impressions*

The campaign objectives were met:

Objective 1: Raise Awareness of Nitrosurge

-Guinness achieved #1 awareness amongst key competitors.**

-Salience +4pp (target +2pp) vs. Previous Period**

-Spontaneous awareness +3pp vs Previous Period**

Objective 2: Encourage Trial

-360 perfectly poured Guinness NITROSURGE pints were sampled.

Objective 3: Position NITROSURGE

-The campaign successfully reinforced Guinness brand loyalty and differentiation vs. the competition.

-Increased brand differentiation scores in ‘leading international brand’ (+2pp in Q3 ‘24 vs. Previous Period)

-Increased Loyalty - significant growth in Brand Used Most Often vs Previous Period**

*Source: Singapore Rugby 7’s Post Event Report

**Source: Kantar Brand Health Report Q3 2023