Guinness Made of More, 2012 - 2018

Guinness Made of More, 2012 - 2018

Guinness has a high bar for creativity and effectiveness, but by 2015 the challenge heightened: distribution was tight, the economy continued to stagnate and competition was tougher. Guinness doubled down on its Made of More positioning with every iteration, creating stronger connections to culture that brought the platform to life in new and bold ways across the media mix, and genuinely resonated with its audience (from the story of Gareth Thomas to the Cowboys of Compton). Ultimately, bolder work paid dividends with on-trade value share growing 8% in GB and an estimated £4.13 profit returned for every £1 invested.