Guinness Coffee Food & Drink Guinness United Kingdom
The Brief
With the 2019 Rugby World Cup being held in Japan, matches were being played
during breakfast when we couldn’t talk about, advertise, or drink Guinness. The brief was to maintain Guinness’ position as the most associated brand with Rugby and drive volume of conversation and share of voice gains during the 2019 Rugby World Cup.
OUR INSIGHT
You might not be able to drink Guinness first thing in the morning but you can drink coffee. Consumption has increased so much over the past ten years it’s now one of the most popular drinks, globally. 95M cups are drunk daily in the UK alone. No wonder it’s also a Rugby player’s staple. We used this insight to create a product which continued to drive the association between Guinness and rugby.
THE IDEA
We worked with ex-rugby player Brad Barritt to create our limited edition coffee. The beans were roasted at 232 degrees, the exact temperature used to roast Guinness barley, which produced nitro brew coffee – a coffee that looked exactly like a pint of Guinness.
The product was launched across Guinness’ social channels through purely organic posts. The global popularity of the product quickly meant paid posts were scheduled.
The coffee was also stocked and served in droves at rugby fanzones in across London. Due to popular demand the coffee, both in bean and ground form, can be purchased from Tiki Tonga and Amazon.
Results
MOST COMMENTS EVER
The coffee posts on Guinness’ global Instagram page were the most comments posts of all time on their channel, with no media support.
400,000 coffees served
Over 400,000 Guinness coffees were served at Flat Iron Square, 232 blend sold more than any other Tiki Tonga product in the first two weeks of 2019 Rugby World Cup.
ORDERS FLOODED IN
The product was featured on national radio and a number of Tiki Tonga’s commercial clients, and London Marriott hotels placed orders for Guinness 232 Brew.