2010/2011 saw a very long and drawn out winter with endless doom and gloom, meaning it was no surprise that Brits were feeling at their most grumpy. With that in mind, St. Patricks Day couldn't come at a more perfect time!
To celebrate St. Patricks Day and promote Guinness as the number one Irish brand, Guinness commissioned research looking into the grumpiness of Brits around this time of year, and as it turns out (and yet somehow not surprisingly), Ireland was voted the friendliest place to live!
To discuss the research further, Guinness used well known comedian and TV personality, Patrick Kielty, who was able to talk about why British men, in particular, find it so difficult to be friendly and how people can celebrate St. Patrick’s Day in style. The campaign was a huge success gaining coverage on TalkSport, BFBS, Key 103, BBC Radio Wales, BBC Radio Merseyside and Wave 105.
Campaign in Numbers
Guinness secured a reach of 7.1 million listeners with over 2 hours 53 minutes worth of coverage.
Guinness’s message was aired across a total of 23 Radio Stations up and down the UK.