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Introducing the Guinness Lovely Day Project

1. Guinness launches the Lovely Day Project for St. Patrick's Day celebrations. 2. 40 Days of Giveaways includes prizes, enhancing engagement with consumers. 3. Guinness to participate in prominent St. Patrick's Day parades across major cities. 4. Collaborates with PopUp Bagels for a limited-edition Guinness-infused cream cheese. 5. The campaign showcases community connections, potentially boosting brand visibility.

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FAQ

Why Bullish?

Increased brand visibility and consumer engagement may positively affect sales. Last year's similar campaigns resulted in higher sales during festive seasons.

How important is it?

The campaign directly targets consumer engagement, likely resulting in increased sales volume.

Why Short Term?

Immediate effects seen around St. Patrick's Day, historically leading to short-term sales boosts.

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Guinness is looking for real stories of people coming together over pints. This St. Patrick's Day, share photos of your celebrations — and we might feature your story in our upcoming project., /PRNewswire/ -- Real people, real stories, real moments over a pint.Introducing the Guinness Lovely Day Project, a coast-to-coast search to celebrate and share what brings people together over pints. Starting this St. Patrick's Day, snap and share photos of your celebrations with Guinness, and we might feature you and your friends in our next ad! When you’re with your people, it’s a Lovely Day for a Guinness. Join the Lovely Day Project at GuinnessLovelyDay.com. No matter where you are or what you’re doing, there’s a Guinness for the occasion. "Guinness is made by our brewers, but it's always been brought to life by the people who enjoy it," said Joyce He, Vice President, Guinness. "We want to find and tell the real stories of the people behind the pints, and highlight what a 'Lovely Day for a Guinness' really looks like. I know we will uncover an incredible range of moments filled with genuine fun, connection, and celebration — what St. Patrick's Day is all about!" Guinness has partnered with POV to help you quickly and easily snap and share your St. Patrick's Day celebrations with us. Simply scan the QR code if you see it in the wild, or visit pov.camera/guinness to add your photos to our official Guinness St. Patrick's Day camera roll. In addition to posting these moments to @GuinnessUS social handles, and even putting some on billboards, we might feature your story in our new commercial later this year.As part of this ongoing nationwide search, Guinness will travel to every corner of the country to uncover and share particularly unexpected moments of connection, aiming to create a vibrant portrait of communities coming together to do what they love. Stay tuned for more soon.Beyond the launch of the Guinness Lovely Day Project, Guinness is bringing the best St. Patrick's Day vibes wherever you are: 40 Days of Guinness Giveaways: To count down to St. Patrick's Day, Guinness is hosting a consumer giveaway sweepstakes, with different prizes up for grabs every day – including a grand prize trip to the new Open Gate Brewery in London. Visit cheers.guinness.com/st-patricks-day-countdown to enter for a chance to win. Misneach Festival: Guinness is partnering with Dermot Kennedy's new annual global music festival, Misneach, in celebration of Ireland's rich music history. Stay tuned to our social channels for a chance to win tickets at the stateside Boston, MA shows, St. Patrick's Day week! America's Most Storied Parades: Guinness will march in dozens of parades across the country, including in New York City, Boston, Chicago, Savannah, and San Francisco. Chicago's Annual River Dyeing Festivities: On March 16, Guinness will once again be the official sponsor of the annual Chicago River dyeing, in partnership with our good friends at the Chicago Plumbers Union. Guinness Open Gate Brewery Chicago: Our home in the Midwest will host live music, amazing food, dancers, and entertainers. Serving our St. Patrick's Day brews (Irish Breakfast Amber and Clover Honey Ale), all month long. Come in for a pint, a bite or some custom merchandise to celebrate the holiday in Chicago. Guinness Open Gate Brewery Baltimore: Guinness' home on the East Coast is bringing back a fan favorite: the Irish Village. From March 1-17, you'll find custom merchandise, local vendors, and immersive experiences out on the great lawn. Pop-Up Bagels: Guinness is teaming up with PopUp Bagels to bring you a limited-edition cream cheese schmear just in time for St. Patrick's Day! This epic collaboration blends PopUp Bagels' ultra-fluffy schmear with the smooth, creamy flavor of Guinness Draught, creating a velvety spread that's perfect for bagel and beer lovers. From March 13 to March 19, find the Good Time for a Guinness "Stout Schmear" at all PopUp Bagels locations, and for a very limited time PopUp Bagels will be available in Chicago, exclusively at the Guinness Open Gate Brewery ahead of the Chicago River Dyeing tradition (Friday, March 14, pre-order and limited walk ins). Victor Victor Worldwide: working together with Victor Victor Worldwide, we will be bringing Irish pub culture to life and serving up Guinness pints with an immersive pop-up in partnership with Clover (photographer Cian Moore) and the Dublin-based creative collective Chamomile Club. Check it out throughout the week of St. Patrick's Day, beginning on Tuesday, March 18, at Victor Victor Worldwide HQ (378 Broome St., New York, NY). Follow @GuinnessUS across social media to stay up to date on all the lovely days this month has to offer. Remember, if you're taking a break or not drinking at all, try a Guinness 0 to keep the St. Patrick's Day celebrations going.No matter where you are, when you're with your people, it's a Lovely Day for a Guinness.About GuinnessThe Guinness brand was established in 1759, when Arthur Guinness signed a 9,000 year lease on St. James's Gate Brewery in Dublin. Brewed using four main ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world's most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 150 with almost 9 million glasses of Guinness enjoyed every day around the world. The most GUINNESS is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. More information can be found at www.guinness.com.About DiageoDiageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.MEDIA CONTACTS:Kelly Pepe, DIAGEO[email protected] [email protected]SOURCE GUINNESS WANT YOUR COMPANY'S NEWS FEATURED ON PRNEWSWIRE.COM? 440k+ Newsrooms & Influencers 9k+ Digital Media Outlets 270k+ Journalists Opted In

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