What Guinness’ Campaign Teaches Us About Marketing

Guinness’ campaign has mastered the art of scarcity in its marketing strategy. They don’t give us much, so we drop everything and look when they do.

Guinness doesn’t frequently flood the market with large-scale campaigns. Instead, the brand strategically chooses the perfect moments to engage its audience, ensuring that it leaves a lasting impression when it does make an appearance.

This year, Guinness is turning heads with its Premier League partnership.

The perfect Guinness campaign

If you missed the headlines, a four-year agreement, which kicks off for the 2024-25 season, has Guinness as the Official Beer of the Premier League. They’re also the Official Responsible Drinking Partner of the League, meaning Guinness will use its global rights to promote and encourage responsible drinking during the season.

Through this partnership, Guinness totally capitalizes on a major cultural moment. Football, particularly the Premier League, is much more than a sport to some fans—it’s a lifestyle. Football fans are known for their loyalty, and by positioning itself alongside the Premier League, Guinness aligns itself with this sense of allegiance. The brand becomes part of the experience.

Guinness’ new campaign will feature four adverts, global out-of-home advertising, “Lovely Game for a Guinness” creative in pubs and retail outlets, and sponsorship of the Premier League’s Goal of the Month award.

Premier League legend Alan Shearer has also teamed up with Guinness to unveil a fleet of customized Guinness tankers representing all 20 clubs.

But what really makes this campaign stand out? It’s not just about the sponsorship—it’s about how Guinness is leveraging it to reinforce its brand image while making a statement about responsible drinking. This isn’t just another beer commercial—it’s a carefully planned move that aligns perfectly with Guinness’ brand ethos.

The art of knowing when to strike

Guinness’ approach to advertising is a lesson in restraint.

Guinness chooses its moments carefully, unlike many brands that opt for constant visibility. By doing so, the brand creates an air of anticipation and exclusivity around its campaigns. This not only builds excitement but also reinforces the brand’s premium image. When consumers see a Guinness ad, it feels special, as if the brand is offering something rare and valuable.

Think about some of the past iconic Guinness campaigns. The “Good Things Come to Those Who Wait” ad? A classic. The “Surfer” commercial with the galloping white horses? Unforgettable. The “Made of More” series? All-time greats.

Now, add the Premier League campaign to the list. Instead of aggressively pushing its branding all year round, Guinness lets the anticipation build, choosing only the most impactful moments to engage consumers. This strategy has worked wonders over the years, making Guinness synonymous with quality and timeless marketing.

And let’s be honest—this level of restraint isn’t easy to pull off. In an era where brands are fighting for attention 24/7, staying quiet until the perfect moment requires serious confidence and a deep understanding of your audience.

Scarcity is king

The announcement of Guinness’ Premier League partnership was made doubly successful because of this.

The scarcity of its marketing efforts creates a sense of urgency, encouraging consumers to engage with the brand when the opportunity arises. It also enhances the perceived value of the brand, as something that isn’t constantly available is often viewed as more desirable.

We see this scarcity strategy at play in other areas of Guinness’ marketing, too. Limited edition releases. Special collaborations. Surprise campaigns. They don’t just flood the market with promotions—each move is calculated.

Take, for instance, Guinness 0.0, the alcohol-free version of the stout. The rollout was slow, deliberate, and filled with anticipation. By the time it finally launched, the demand was sky-high. Guinness knows that less is often more, and it applies this principle across its marketing playbook.

Timing + brand alignment = marketing gold

The Guinness campaign teaches marketers the importance of timing and restraint in brand communication. Instead of saturating the market with constant messaging, brands can benefit from a more measured approach.

Timing is everything. And Guinness knows exactly when to strike. By aligning itself with the Premier League, the brand is tapping into one of the biggest sporting events in the world. It’s not just targeting football fans—it’s making itself a part of their experience.

This is where brand alignment comes in. Guinness has always been about craftsmanship, heritage, and shared experiences. The Premier League is built on passion, tradition, and community. The synergy between the two makes this campaign feel natural—not forced.

Other brands could learn a thing or two from this. Instead of just looking for the biggest platform to advertise on, they should focus on finding moments that actually align with their brand identity. The more seamless the fit, the stronger the impact.

A responsible drinking message that hits different

Another standout aspect of Guinness’ Premier League campaign is its emphasis on responsible drinking.

Being named the “Official Responsible Drinking Partner” isn’t just a title—it’s a strategic move that helps Guinness differentiate itself from other beer brands. The messaging around responsible drinking is woven into the campaign itself, making it feel like an organic part of the brand story rather than a forced disclaimer.

This is marketing done right. Instead of just telling people to “Drink Responsibly” in small print at the end of an ad, Guinness is making it a core part of the conversation. The Premier League partnership gives the message a huge platform, ensuring it reaches millions in a meaningful way.

It’s a win-win situation. Guinness gets to reinforce its premium, thoughtful brand identity, and at the same time, it contributes to a broader conversation about drinking culture in sports.

Cut to the chase

The Premier League Guinness campaign is a masterclass in the effective use of scarcity in marketing. It shows that sometimes, less is more and that the right message, delivered at the right time, can have a powerful impact. This campaign is more than just another beer sponsorship. It’s a carefully executed strategy that blends brand alignment, smart timing, and responsible messaging into a single, impactful marketing push.

Guinness has cracked the code. And as the Premier League season kicks off, expect this campaign to be one of the most talked-about marketing plays of the year.

Cheers to that.