LIVE IT UP!
Diageo / Guinness Extra Stout
Guinness Extra Stout sought to intimately connect with their West Indian and West African consumers. They desired a 360° culturally relevant campaign to identify with the aforementioned targeted demographic.
With West Indian roots brewing within KTC’s core and Guinness’ inherent culture, we launched an extended campaign called “Guinness LIVE IT UP.” The multifaceted interactive campaign consisted of retail activations, social media engagement, national billboards, POS assets, localized art displays, and a carnival style tour that swept the nation.
Guinness established an enriching connection with their targeted audience that resulted in:
- Over 652 posts deployed under #GuinnessLiveItUp
- Double the expected attendance in every city of the tour
- Introduced a net new portfolio that solidified new clientele for its product SKUs
- Over 30 account activations were established leading to higher case sales