A major brewery is bringing back a major campaign. Guinness is reviving its famous Lovely Day slogan, slapping the phrase on newly-decorated cans. The facelift celebrates old and new, with limited edition cans and a mantra (lovely day for a Guinness) that dates back to the 1930s.
The beers are available now across the nation and feature the designs of Los Angeles graphic artist Sebastian Curi. But the campaign is much bigger than eye-catching cans. Guinness traveled to all 50 states, capturing the many unique communities that dot the land and showcasing the togetherness that beer can foster.
For example, part of the campaign spotlights The Treme Brass Band, an iconic musical act out of New Orleans. Elsewhere, the campaign shines a light on Chicago Plumbers Union, long responsible for turning the Chicago River green during St. Patrick’s Day, and the inimitable Albuquerque Aardvarks rugby team.
“From a group of ice skaters gliding across the lakes of Alaska, to a baseball team part of Tulsa’s sandlot society, to competitive weekly dominoes players in South Florida, and everything in between, we met real people and witnessed real moments. All we did was bring the Guinness and let the cameras roll,” said Joyce He, vice president, Guinness. “It’s a refreshing reminder that we all thrive the most when coming together as communities. Because at its core, a lovely day isn’t just about what’s in your pint—it’s about the people around you, the moments shared and the passions that bring us together.”
The campaign may have a familiar feel to it (remember the toucan?). So many of the brand’s early ads have been immortalized in posters and signs that hang on the walls of bars all over the globe. Be on the lookout for the Lovely Day campaign on billboards and other mediums for the months ahead.
Check out our related features on draught vs. extra stout and porter vs. stout. Cheers.
