Guinness debuted a recent campaign that pits NFL stars Joe Burrow and Joe Montana against one another in an effort to advertise Guinness 0, a non-alcoholic alternative to the marketer’s classic draught, based on information shared with Marketing Dive. The effort raises awareness for the Joe Burrow Foundation, a nonprofit focused on food insecurity.
In a 15-second video now survive Guinness’ U.S. social channels, Pro Bowl quarterback Burrow might be seen sporting a Guinness jersey with the number zero on it. Montana walks into the locker room, remarking that he might begin to wear the number himself, setting off a terse but playful back-and-forth between the 2 QBs who’ve earned the nickname “Joe Cool” for his or her on-field play. The ad is just the primary a part of a push that may run throughout the NFL season, the announcement said.
Replicas of the jersey worn by Burrow in the video can be found for purchase through an internet store, with all proceeds benefiting the athlete’s namesake foundation as a part of the Guinness Gives Back initiative. Those who follow Guinness on social media have the possibility to win a signed jersey in the approaching days.
Creative nods to the very fact NFL players can wear the number zero on their jerseys for the primary time starting with the 2023-24 season. Guinness can also be leaning right into a cross-generational appeal, having young Bengals star Burrow go head-to-head with NFL Hall of Famer Montana.
Focusing on social content shows how marketers like Diageo-owned Guinness can push their products around pro football despite rival Anheuser-Busch owning an official relationship with the NFL. The strategy also speaks to the growing importance of non-alcoholic beverages for the category. Guinness introduced its 0 concept in 2020 and has expanded its availability since then.
Competitors including Heineken and Anheuser-Busch parent AB InBev have ramped up consumer-facing marketing around their zero-alcohol bets because the segment becomes a much bigger growth driver with young consumers who’ve embraced concepts like “Dry January.” Heineken last spring used the rollout of the Marvel Studios blockbuster “Ant-Man and The Wasp: Quantumania” to hype its Heineken 0.0 brew.
Other brands are similarly embracing the novelty of zero being added to NFL jerseys. Pepsi Zero Sugar, an official league sponsor, recently partnered with Philadelphia Eagles running back D’Andre Swift to provide away 100 #0 NFL team jerseys.
Read the complete article here
