The beer brand will reward 100 of the best video toasts with $10,000 each and kick off in-person activations in several major cities
Dive Brief:
- This St. Patrick’s Day, Guinness turns toasts into a video competition as part of a month-long campaign that includes in-person activations in several major cities as well as a TV ad and digital film featuring Joe Montana and chef Kwame Onwuachi, per a press release.
- Embracing holiday celebrations that don’t involve alcohol, the brand will also promote Guinness 0, its alcohol-free beer launched in 2022.
- For the second St. Patrick’s Day holiday following eased pandemic restrictions, the Diageo-owned beer is taking the concept of togetherness to the next level by focusing on in-person events, including with energy-harnessing technology in Chicago to collect the steps of those celebrating.
