I'm not going to lie to you. One of the main reasons that I came to Ireland to study was not only to learn about Irish culture; it was for the Guinness. I already loved Guinness Stout and so I figured that it would be that much better when tasted from the source. And so, I came to Ireland. Throughout the journey, I've learned that the Guinness name is more than just the brand with the tall, dark creamy foam that NEEDS a couple minutes to get ready...it has become a part of the Irish identity. I sought to examine how it has done so.
One of the main reasons I believe Guinness as become the symbol of Ireland is through extensive advertising and marketing campaigns through various forms of media. Not only is Guinness offered in virtually every bar and pub in Dublin, but they flat out tell you that Guinness is THE beer of this particular pub. All you have to do is look at the window or the sign for the establishment and you'll see that it's Guinness that's sold at this traditional Irish pub. Everything else is just beer. The window etching, Guinness awning and pub sign catches the eye of both the pub patron and also the common passerby and acts on the similar principle of a billboard.
Guinness has long been the best at merchandising and branding. Throughout the years, Guinness has managed to stay fresh by simply putting its name on virtually everything with a face. From coffee cups to posters, their advertisements of yesterday are just as famous as the beer itself. Using playful slogans and portraits, Guinness has built its reputation on being the Irish beer. Their logo is proof on this as they use the famed harp of Brian Boru, the traditional symbol of Ireland. Guinness is also the most prominent sponsor at Ireland's national stadium and home of the GAA, an association that seeks to uphold the Irish traditions and Gaelic sports.
From print ads to billboards, Guinness has also been the kings of television. Their commercials are always thought to be the best and most fresh. This has helped to launched Guinness into a 2 billion Euros business a year. Guinness does a 'brilliant' (no pun intended) job of playing off of their Irish identity and having their ads relate to this rest of the world. One of the most popular ad campaigns in recent memory is the Guinness "Brilliant" campaign. It combines two Irish Guinness workers, animation, and smart scripting to sell Guinness as well as the Irish identity. The commercials that Guinness seeks to create are some of the most creative and humorous on the air. They seem to capture the Irish art of storytelling and in the process, cement themselves as the official drink of Ireland while accomplishing the goal of making Guinness as Irish as the Shamrock itself.
I have come to realize that Guinness is synonymous with Ireland not only because it's from the land of the Leprechauns, but also because it has flooded tiny Ireland with it's quality beer and it's message. Whether it's through featuring Guinness as the main beer of a pub through signs and billboards, sponsoring the sports of the Irish, an insane amount of merchandising, or brilliant and creative advertising, Guinness has done it. They've been able to capture the Irish idtentity as well as their pallets and that is why Guinness is to Ireland as baseball or apple pie is to America. Well done, Art.
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