Driving brand growth through a brand platform with an occasion at its heart
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Guinness, a renowned brand globally, faced the challenge of limited consumption in Australia centred around St Patrick’s Day.
With low salience for most drinking occasions, the brand aimed to broaden its appeal and build occasion relevance to drive brand growth.
Evidence shows that the closer you link a brand to a category entry point(s) the higher the opportunity to drive penetration and growth.
Using our proprietary ‘Category Entry Point Framework Model’, the most suitable CEP (shrine occasion) was identified as ‘Winter drinks with friends’.
“It’s Guinness Season” was developed establishing Guinness as the preferred dark beer during the cold winter months.
It captured the essence of an Australian winter spent enjoying magical moments with friends.
And it provided a unifying and versatile framework that had the breadth to be activated across multiple channels and executed in creatively powerful ways to remain fresh and top of mind for long-term success.
By leveraging the ‘Category Entry Point Framework Model’ and executing the multi-channel platform idea of “It’s Guinness Season,” the campaign drove significant brand growth and market penetration, anchoring the brand to a key shrine occasion and setting it up for sustainable market share growth.
Outperforming the market by applying the proven laws of effectiveness
The compound effect of driving both mental & physical availability
Harnessing a category entry point and distinctive assets for success
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