Lovely day for a Guinness

Client: Guinness

Guinness set out to redefine its place in the Irish summer by embedding itself in music culture and making the brand synonymous with shared experiences. The Lovely Days Stage at All Together Now (ATN) became the physical embodiment of this ambition, a high-energy, immersive space designed to bring people together through music, creativity, and connection. More than just a festival activation, A Lovely Day for a Guinness was a fully integrated marketing campaign spanning TV, OOH, PR, digital, social, and influencer engagement, ensuring Guinness remained top-of-mind before, during, and after the festival.

At the core of the campaign was the belief that any summer moment could be a Lovely Day for a Guinness. The strategy combined mass awareness with targeted engagement, ensuring broad reach while focusing on key growth audiences - under-34s and female consumers. A curated festival stage experience was supported by a 360° marketing campaign, reinforcing Guinness’ presence beyond ATN. The brand’s message was amplified across multiple channels, including national TV, digital, social, media partnerships, and retail activations. Guinness didn’t just sponsor a stage, it reimagined one, taking full creative control over its design and lineup to create The Lovely Days Stage, seamlessly embedding itself in festival culture. This approach drove significant shifts in brand perception, with Guinness becoming the most recalled brand at summer festivals and the number one recruiting beer for 18-34s. By transforming how Guinness showed up in summer, the campaign successfully positioned it as a beer for all seasons.