Snap a Guinness Mustache to Benefit Charity

Posted on by Patty Odell

One of the pleasures of drinking a pint of Guinness is the foamy white mustache left above your lips after the first sip. I myself have had the delightful experience while seated in a pub in Ireland. It’s an interesting insight picked up by the brand and poured into a social media campaign to engage its fans as St. Patrick’s Day appears on the horizon.

Guinness
The creamy foam capping Guinness is the focus of the brand’s social media campaign.

St. Patrick’s Day is a day to celebrate Irish culture and it’s a day when everyone and everything turns green. People of all colors and stripes celebrate and Guinness has traditionally been part of that celebration.

The strategy for Guinness is to bring people together, to dismiss the divides and to encourage charitable giving. Through March 19, it is encouraging people to tip a pint of Guinness and submit photos showing their foamy mustaches by tagging @GuinnessUS and using #StacheForCharity. Each photo sparks a donation to the Guinness Gives Back Fund, up to $100,000. The fund supports nonprofits that contribute to the common good in communities.

“Let’s face it, now’s as good a time as any to raise a pint,” says Guinness Brand Director Emma Giles. “We need to reconnect with what can bring us together as family, friends, coworkers, Americans, and most basically, human beings. St. Patrick’s Day is almost here and few, if any, holidays are as unifying or as celebratory.”

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To market the campaign, symbols of the Guinness mustache will appear on-premise at bars and restaurants and other branding efforts. A digital campaign spreads the charitable message showing people of all backgrounds sporting their Guinness “staches.” A Guinness brand ambassador has been deployed to travel around Dublin to find the “Guinness spirit” in the unlikeliest of places. His escapades will be video taped for a series that will be posted on YouTube. St. Patty’s is a big day for Guinness, an estimated 13 million people are expected to imbibe in the beverage of the 70 million or so who celebrate.

In case you’re in need of a lesson in the proper way to raise and drink a pint of Guinness, The Salt has the answer for you. It went directly to Guinness’ brewery ambassador in Dublin, Domhnall Marnell, to get the lowdown on why the foamy cap is so important to the enjoyment of the beverage. One tip from an Irish gal, don’t slurp, just sip until that creamy foam coats your lips. Cheers and Happy St. Patty’s Day!

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