RPM and Guinness Partner for St. Patrick’s Day 2024
RPM and Guinness team up to champion St. Patrick’s Day 2024. Their partnership aimed to create an unforgettable weekend, blending traditional festivities with innovative promotional strategies to celebrate with audiences across the UK.
RPM and Guinness Partner for St. Patrick’s Day 2024
Guinness and RPM team up to champion St. Patrick’s Day 2024. Their partnership aimed to create an unforgettable weekend, blending traditional festivities with innovative promotional strategies to celebrate with audiences across the UK.
Guinness X RPM
This was a big weekend for Guinness, blending St. Patrick’s Day, its Irish heritage, and the excitement of the Six Nations rugby, which it has sponsored since 2019.
Last year was the most successful St. Patrick’s Day for Guinness, with 1 million more pints poured over the weekend than in 2022 (Source – Oxford Partnership: Six Nations & St Patrick’s Day Analysis 2023).
With St. Patrick’s Day falling on a Sunday this year and the Super Saturday, Six Nations Finale in full swing, there was a need to reinforce the weekend as the ultimate ‘Celebratory Weekend’ with Guinness.
Guinness X RPM
This was a big weekend for Guinness, blending St. Patrick’s Day, its Irish heritage, and the excitement of the Six Nations rugby, which it has sponsored since 2019. Last year was the most successful St. Patrick’s Day for Guinness, with 1 million more pints poured over the weekend than in 2022 (Source – Oxford Partnership: Six Nations & St Patrick’s Day Analysis 2023). With St. Patrick’s Day falling on a Sunday this year and the Super Saturday, Six Nations Finale in full swing, there was a need to reinforce the weekend as the ultimate ‘Celebratory Weekend’ with Guinness.
Guinness and RPM created a new overarching visual identity, displaying a contemporary demographic and communion, and comms to reinforce St. Patrick’s Day as a weekend-long celebration, from after-work drinks on the Friday, to rugby action on the Saturday and relaxed get togethers on the Sunday.
As part of their strategy, Guinness introduced a non-alcoholic variant of their famed stout, prominently associated with the colour blue. This broadens the appeal of the festivities to those who prefer or require non-alcoholic options.
The digital-first toolkit was supported with a full suite of tailored activations and touchpoints appropriate to land the most relevant message across the consumer journey.
Through its innovative approach to St. Patrick’s Day, Guinness has set a new standard for how brands can honour their heritage while adapting to contemporary tastes and preferences. From building anticipation to delivering an unforgettable experience, RPM is excited to do it all again next year.
Guinness and RPM created a new overarching visual identity, displaying a contemporary demographic and communion, and comms to reinforce St. Patrick’s Day as a weekend-long celebration, from after-work drinks on the Friday, to rugby action on the Saturday and relaxed get togethers on the Sunday.
As part of their strategy, Guinness introduced a non-alcoholic variant of their famed stout, prominently associated with the colour blue. This broadens the appeal of the festivities to those who prefer or require non-alcoholic options.
The digital-first toolkit was supported with a full suite of tailored activations and touchpoints appropriate to land the most relevant message across the consumer journey. Through its innovative approach to St. Patrick’s Day, Guinness has set a new standard for how brands can honour their heritage while adapting to contemporary tastes and preferences. From building anticipation to delivering an unforgettable experience, RPM is excited to do it all again next year.
Have you designed an unforgettable marketing campaign in the UK? The IPM Awards is calling for entries and recognises the best delivery of marketing excellence across a variety of environments.
News
What Do Brits Want from Promotions in 2026
Get ready to unpack the promotional marketing landscape for 2026 as Mando, YouGov and the IPM prepare to launch What Brits Want from Promotions 3.0...
IPM Brings AI Marketing Debate to Westminster
AI in marketing goes on trial at the House of Commons, as MPs and industry leaders debate whether it is a partner or disruptor to promotional marketing.
Piccadilly Lights Goes from Billboard Icon to Experiential Capital
Piccadilly Lights, once the crown jewel of billboard advertising, is now the beating heart of experiential marketing in London, where brands don’t just advertise, they immerse.
