A Pint of View: Guinness transformed a coaster into a powerful digital engagement tool
This year, we partnered with Diageo, one of the world’s leading spirits company, strategic partner – HH Global, to deliver a standout activation for the Guinness brand, bringing Guinness drinkers closer to the brand with a simple idea and a clever twist. The campaign proved that even the simplest ideas can make the biggest impact. The innovative design featured a cut-out pint glass, inviting consumers to snap a photo through the beverage coaster and upload it to the campaign web portal.
A simple physical touchpoint became an engaging digital moment, and consumers loved it. Garry Hobson, Managing Director for KATZ UK & Ireland, reflects: “This campaign is a perfect demonstration of just how powerful the coaster can be. Far more than a functional venue essential, it acts as a high-impact advertising medium positioned exactly at the point of purchase — Where brand influence matters most.”
A Year of Activity
The “Pint of View” campaign kicked off in March with the first proposal to HH Global and Diageo. By June, momentum was in full swing with a large-scale production order of 2.56 million coasters for the Ireland launch. October saw the activation expand with a 50,000-unit UK order and a special 2.88 million-unit Christmas edition for Ireland. In total, more than 5.49 million beverage coasters found their way into pubs, bars, and venues across the UK and Ireland.
Strong Consumer & Social Engagement
The interactive mechanic resonated strongly with Guinness drinkers, who embraced the opportunity to create and share their own content. Social media buzz was particularly encouraging, with posts and features celebrating the creativity behind the coaster.
This project proved how a smart, tactile idea can bridge the gap between physical spaces and digital storytelling. The campaign’s success strengthened our partnership with HH Global and Diageo and showcased the impact we can achieve together.
“A coaster presence on every table and under every drink offers unmatched visibility, turning a simple touchpoint into a brand engagement tool that sparks conversation, interaction, and now, via the coaster, digital sharing”, says Garry Hobson.