1. Department: Beverage

Guinness rewards epic toasts this St. Patrick’s Day

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.
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