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Guinness Draught
Getting Singapore to All Hail Pats!

RAN IN: Singapore

CLIENT
APB/ Diageo

Sabina Godri - Marketing Manager

AGENCY
Iris Worldwide *Lead Agency

Mark Hadfield - Regional Head of Planning


Dentsu Redstar

Renn Chen - Director


SUMMARY

Singapore celebrates many seasonal occasions - Chinese New Year, Deepavali, and Christmas are examples when brands fight for attention. From leaders to challengers, seasonal marketing is big business. But what do you do when your brand celebrates a different seasonal occasion? Specifically, what do you do when your brand owns a paltry 1% market share, and you’re mandated by your global leaders to celebrate an irrelevant seasonal occasion in your market? This is a story of how we celebrated St. Patrick’s Day in 2019 and got Singaporeans drinking more Guinness than ever before.


Hero Medium: Events

Audience: Young people (20-35)

Objectives: Increase sales, volume, increase market share

Language: English