value and humanizing the brand in uncertain times

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Original, relevant, and on-brand, Guinness yielded excellent results from this Covid-19 marketing campaign, with high favorability scores in the US (just outside the top 10% of most-revered campaigns). Moreover, 21% of the people that shared the video on social media did so because it defined the spirit and the mood of the times.

And towards the end of March, this Guinness-themed ad posted (featured at the top of the page) started circulating around social media: created by a freelancer who entered a One-Minute Briefs initiative in the UK, it actually touches on all the longstanding Guinness tropes of creativity and core-brand focus.

Lesson: Right now, building a sense of community was essential during the pandemic. Focus on messaging that brings people together, offer clear value, let your consumers know that you’re there for them, and cell phone number lists you’re likely to win on the commercial battlefield.

BrewDog

Aberdeen's favourite purveyor of craft beer, BrewDog, took a proactive stance to the pandemic by using its resources to make its very own Punk Sanitiser.

Realising that hand sanitizer was becoming in short supply, the team at BrewDog set about making large batches and sending them to frontline services in the UK for free.