Settle This

Insight: Pub culture is dying. People love going to pubs for a drink, but almost never engage with anyone but their friends. The main barrier isn’t an unwillingness to talk to anyone, it’s the awkwardness of breaking the ice.

Idea: As one of Australia’s fastest-growing beers, Guinness will bring back classic pub chat through the most iconic part of ordering a Guinness: the settle.

Execution: For the duration of the campaign, Guinness will post questions on their social media that pub patrons can debate while waiting for their pint to settle. If patrons partake in settling one of the questions, they will get a discount on their pint.

The campaign will be launched with influencer partnerships, seeded in venues through bar staff and POS, and supported by geo-targeted social and OOH around pubs that sell Guinness.