GUINNESS NITROSURGE

BACKGROUND

Guinness is always innovating. Their advertising campaigns are the stuff of legends. 

There’s an artform to pouring the perfect pint of Guinness – you should do it in two parts and if you get it wrong, it could impact the presentation and the taste. 

So, when Guinness Nitrosurge – a new device that allows anyone to achieve the perfect Guinness two-part pour at home – hit the market, we had a huge challenge on our hands. 

WHAT WE DID

We tapped into Guinness’ heritage of rich advertising and delivered the next generation of iconic messaging with a twist. 

Harnessing LADbible’s influence, we turned to four LAD creators and asked them to create new and ingenious ways of showcasing the iconic surge delivered from the Nitrosurge in their home. 

The videos were published across the creators’ pages and various LADbible Instagram formats: carousels – where the stories appeared as natural news items – and reels, where our content was presented as engaging long form videos. 

Once the videos had been in the public domain, we launched a series of Instagram stories that let our audience vote on their favourite home-made advert. 

Finally, we unveiled the winner of the public vote, creating a social native Instagram reel of the champion ‘ad’ in the form of a home-made video. 

And we put the icing on the cake by getting One Direction Legend and Guinness ambassador Niall Horan in our flagship format Snack Wars, where he used The Nitrosurge to pour the perfect pint of Guinness whilst comparing it to Scottish beer legend, Tennent’s. 

RESULTS

With 19.3 million impressions (7.2% above target), more than 750,000 completed video views and 148,000 engagements, we successfully delivered an awareness campaign like no other. 

There were 46,600 clicks to the Nitrosurge landing page, and a 19-percentage point leap in understanding of how the Nitrosurge works. 

And it was all done through home-made ads, demonstrating the power of authentic content.