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.
- العلامة التجارية
- Guinness
- الوكالة
- Born Social
- السوق
- أيرلندا، المملكة المتحدة
- المنطقة
- عالمي
- السنة
- 2025
التحدي
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.
الفكرة
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.
النتائج
- 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.
مصدر دراسة الحالة: Creativebrief المصدر ↖
فريق العمل
- الوكالة الإبداعية
- Born Social
