Pint of View.
Guinness cut a pint-shaped hole in its beer mats so drinkers could frame their own photos through it, turning the brand's most familiar image into a tool for user content.
- Brand
- Guinness
- Agency
- Born Social
- Market
- Ireland, UK
- Region
- Global
- Year
- 2025
The challenge
Guinness's pint imagery had become repetitive on social, and its audience leaned towards existing fans. It needed to reach a new generation without diluting its iconography.
The idea
Born Social replaced the printed pint silhouette on a beer mat with a pint-shaped cutout. The first 2.5 million mats went into Irish pubs with no media spend or influencer brief, and people started posting framed photos and even reselling mats online. Life-size frames then appeared outside Six Nations stadiums and DOOH extended the idea mid-tournament, before the mats rolled out to Great Britain and the US.
Results
- According to the case study, more than 13.3 million mats have been produced in total.
- The case study says pubs stocking the mats saw a 30% incremental rate-of-sale uplift against those that did not.
- By the case study's figures, campaign posts in Ireland delivered 544% higher reach than average.
Case study source: Creativebrief Source ↗
Credits
- Creative agency
- Born Social
