Marketing Masterclass: A Day Out at Guinness

Marketing Masterclass: A Day Out at Guinness

In October, I was fortunate enough to be invited by my brother to Dublin, and one of the activities we did together was the Guinness Storehouse brewery tour. As well as being a masterclass in having a good time (!), the tour was also a masterclass in marketing, and in the history of marketing.

This article shares the highlights from that trip down marketing memory lane and the stories behind those iconic advertising campaigns that people of a certain age (mine!) know so well.

Beer Mat 'Memes'

In my mind, the beer mat is the pre-social media equivalent of the meme. It’s succinct, emotive, shareable, and even has a practical use (though I’m not sure the same can be said for online memes!).

And no one did this better than Guinness. Three of my favourites from the day are shown below.

'Guinness for Strength'

This campaign launched in the 1930s, depicting people gaining remarkable strength after drinking Guinness. Created by S.H. Benson. Illustrated by John Gilroy.

'Lovely Day for a Guinness'

Ad from the 1930s and 1940s. Created by S.H. Benson. Illustrated by John Gilroy, it featured cheerful animals like tortoises, and toucans balancing pints of Guinness.

'Black Goes With Everything'

Launched in the 1980s, it marked a shift from the brand’s playful vintage ads to a more stylish, modern appeal, especially aimed at younger drinkers and women.

The Physical Evidence of Guinness

One of the key aspects of marketing before the advent of the internet was providing physical evidence for customers to interact with, something that allowed them to engage with a brand and form a more tangible emotional connection. Physical evidence is one of the seven Ps of marketing theory and can be defined as follows:

The tangible environment and assets that customers can see and interact with, and the broader concept of using physical, non-digital methods such as print, direct mail, and branded merchandise to promote a product or service.

Examples of physical evidence could be seen throughout the tour. Examples of these sculptures are shown below, each forming part of a wider Guinness marketing campaign, launched in line with the seven Ps concept.

'Fish on a Bicycle'

Launched in the 1990s. It was part of Guinness’s move toward surreal, thought-provoking advertising - “a woman needs a man like a fish needs a bicycle”.

More 'Lovely Day for a Guinness'

The tortoise balancing a pint became one of Guinness’s most beloved characters, symbolizing the brand’s charm that made its ads instantly recognizable worldwide.

'My Goodness, My Guinness'

Created by S.H. Benson and illustrated by John Gilroy in the 1930s. The ostrich famously shown swallowing a pint glass blended humor and surreal imagery.

The Guinness Experience: More Than Just a Drink

I can’t recommend the Guinness Storehouse tour enough if you get the chance to visit Dublin and want a fascinating experience, with a few drinks thrown in. The tour guides are fantastic, and the whole experience, from start to finish, is incredibly professional.

I’ve left out a lot of the photos so as not to spoil the surprises on the day, and I’ve also resisted the temptation to post my certificate for pouring the perfect pint of Guinness (to be fair, it seemed impossible to fail this test!).

And during the tour, my brother turned to me and said, “Shall we go to the Jameson Distillery whiskey tour straight after this?” That, of course, is a story for another day!

Please drink responsibly

Marketing and advertising are powerful tools of persuasion, and I am certainly not promoting the benefits of drinking in this article. As you would expect from a large company with shareholders and social responsibilities, Diageo, the owner of the Guinness brand, visibly promotes the Drinkaware and Please Drink Responsibly messages throughout the tour.