Guinness is gearing up for its biggest holiday of the year—St. Patrick’s Day—and has enlisted the help of a familiar face for the celebration.
Comedian and actor Nick Offerman is teaming up with the Irish beer brand for a multichannel campaign in the countdown to St. Patrick’s Day in a recently launched video ad called “The Guinness Guide to St. Patrick’s Day”. On Instagram, Guinness is asking fans to follow its account to see Offerman presenting trivia, tips, and tricks on how to pour the “perfect pint”. Guinness is also holding a charity promotion on the platform—for every fan that posts a selfie featuring a “foamy mustache” from drinking Guinness, the brand will donate $1 to the Guinness Gives Back Fund. In addition to the selfie, fans will also need to tag the Guinness account and accompany the caption with the branded hashtag #StacheForCharity.
Along with a social media campaign, the company is also hosting a slew of celebrations at the Guinness Open Gate Brewery in Baltimore, Maryland and offering a sweepstakes entry for a trip to the Guinness Storehouse in Dublin. On St. Patrick’s Day Guinness consumption is 819% higher than normal, so it makes sense the brand wants to double down on its good-natured campaign that celebrates the experience of having a drink. Like other beer brands, Guinness is turning to digital content creation to help further it’s brand identity, according to a Gartner report—but given St. Patrick’s Day is the third-largest drinking holiday in the U.S., it’s paramount that the brand leverages its distinctiveness.
Guinness is getting its Irish party started just a little early—but building the anticipation of drinking a pint on St. Patrick’s Day could lead to higher engagement on social media as well as see a jump in consumption leading up to the boozy holiday.