Guinness Malaysia gets consumers grooving to first St.Patrick's Day anthem

Guinness Malaysia has launched another installation of its St. Patrick’s Day celebrations along its first ever Guinness St. Patrick’s anthem. This year, it is titled “Our day to remember”. The campaign will see a series of activations happening at participating bars and pubs until the end of March. Additionally, considering the popularity of reels today, the Guinness St. Patrick’s new anthem provides fans a soundtrack to post their reels and other videos with. The brand has incentivised the use of the anthem with a reward of exclusive merchandise.

The more fans use the anthem, the more prizes will be unlocked. Shaun Lim, marketing manager of Guinness Malaysia, said that St. Patrick’s Day is central to Guinness since the aspect of communion is so deeply engrained in its brand DNA. “Besides celebrating their loved ones – their true lucky charms - we will be further amplifying the Guinness St. Patrick’s celebration with an array of activities and games for Guinness lovers all month long,” he added.

Guinness Malaysia is no stranger to pushing the envelope when it comes to providing immersive experiences for consumers.

Last July, it introduced a pop-up named House of Guinness, encouraging consumers to "Bring the pub home". Done together with Sambal Lab, the pop-up included a journey to the House of Guinness beginning with a train ride to St. James Gate, followed by a projection room that shows the history of Guinness, the creation of Guinness Draught, Guinness in Malaysia, and eventually Guinness Draught in a can.

"What we’re doing is planting the seeds for the next 20 years," said Lim about these immersive experiences.

Sambal Lab's founder and brand leadership director, Balreet Gill, added that the team wanted to deliver an educational experience that Guinness has never done before. "Gen Zs are amazing storytellers and love sharing experiences. Intrinsically, however, all digital natives long for face-to-face experiences. The screen in front of you can only go so far. The House of Guinness exists to connect and engage with the relevant crowd while building powerful brand empathy and consideration," she said.

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