Guinness' Ingenious Marketing Strategy: A Personal Journey
Written on
Chapter 1: The Cultural Impact of Identity
Upon relocating abroad, I found my naturally Irish mannerisms and accent became subjects of lighthearted teasing. This experience heightened my awareness of the stark contrasts between Irish culture and those of other nations.
In India, for instance, it is common to see two heterosexual men walking hand in hand—a sight that initially struck me as alien. Such social norms illustrate the powerful influence of cultural conditioning.
Traveling has taught me that, despite our differences, people share fundamental similarities across the globe. However, the unique characteristics of each society shape individuals in distinct ways.
Returning home after stints in India, Australia, and Malta, I repeatedly recognized the singularity of Ireland. Previously, I would have dismissed such notions, but now, breathing the familiar air at Dublin Airport fills me with appreciation. Simple pleasures, such as a comforting Sunday roast or the taste of fresh produce, are not universally available. The quality of Irish beef, for example, is unparalleled, with cows treated well in their environment. In Australia, I found myself paying exorbitantly for inferior meat, often opting for kangaroo steaks just to savor something decent.
Yet, I have saved the best for last: Guinness. Abroad, it lacks the charm it possesses at home. A fresh pint in Ireland is rich and invigorating, almost as if it embodies the essence of the land itself.
Chapter 2: The Marketing Marvel of Guinness
My fascination with Guinness' marketing strategy began during my time as an enthusiastic business student in secondary school. I transferred to The Institute of Education in Dublin, coinciding with the celebration of Arthur's Day.
On September 24th, I excitedly made my way to McDaid's off Grafton Street, eagerly anticipating the event heavily promoted through television ads. The streets buzzed with energy as everyone raised their Guinness pints at 17:59, a nod to the company's founding year of 1759. It felt like a modern-day celebration akin to Saint Patrick's Day, reflecting a shift from religious to commercial festivities.
However, Arthur's Day was ultimately discontinued in 2013—not because it failed, but because Guinness achieved its goal. Prior to the event, the brand was associated with an older, dwindling demographic. For many in my parents' generation, Guinness was perceived as a drink for the elderly. As a youth, I never imagined I would enjoy it.
Following Arthur's Day, my palate evolved, and I developed a taste for Guinness. The initial hurdle had been crossed, and I became eager to introduce my friends to the drink. This involved several late-night pub visits where I persuaded them that they were just a few pints away from enjoying it as well!
In a surprising twist, Guinness transformed into the trendiest drink of my generation. The notion that one must acquire a taste for it only added to its allure, much like smoking cigarettes—a trend that has only grown stronger since.
Section 2.1: Echoes of the Past in Modern Advertising
As I drive through Ireland today, remnants of history appear in the form of vintage Guinness advertisements from the early to mid-20th century. These edgy campaigns often boasted about the health benefits of Guinness—a perspective that feels outdated but still resonates in our collective memory. The notion that "it's high in iron" occasionally lingers in my mind, despite my awareness of its inaccuracy.
Moreover, Guinness maintains a dominant presence on social media platforms. If you scroll through Instagram, you'll find countless images of perfectly poured pints. Their TikTok ads are prevalent, and many people's Telegram profiles showcase them enjoying a Guinness or a simple pint.
I took a year-long hiatus from drinking in January 2021, but when I recently had my first drink, Guinness was my choice without hesitation. The allure of Guinness is particularly strong when I'm home, as I am continuously surrounded by its charming yet relentless marketing efforts—both digitally and in person.
Section 2.2: The Challenge of Alcohol Culture in Ireland
As a nation with a high alcohol consumption rate, it's remarkable to see Guinness advertisements adorning buildings throughout Ireland. Almost every town with a pub features a Guinness ad, which poses challenges for those in recovery from alcohol dependency.
Whether it’s a Guinness delivery truck, Keogh's crisps next to the counter, or sponsorship of the Guinness Six Nations, the brand's presence is truly ubiquitous.
Conclusion: The Power of Perception
The reticular activating system (RAS) in our brain helps filter out irrelevant information, allowing only significant details to reach our conscious awareness.
In college, my roommate Francesca introduced me to a drinking game while watching Friends, where we took a sip every time the audience laughed. Although I was initially excited, I soon found it unbearable; I could no longer enjoy the show as the artificial laughter became all-consuming.
Now, I feel similarly overwhelmed by the omnipresence of Guinness in Ireland. Once you notice it, it’s impossible to ignore. The brilliance of Guinness' marketing has made it an inescapable facet of life here.