Guinness has launched a fresh advertising blitz that brings NFL legends Joe Montana and Joe Burrow to the forefront to champion its non-alcoholic beverage, Guinness 0. The spirited campaign, which shines a light on the Joe Burrow Foundation’s fight against food scarcity, unfolds on the beer brand’s U.S. social platforms with a catchy 15-second clip.
Viewers are treated to a scene where Burrow, wearing a number zero Guinness jersey, is playfully challenged by Montana about sporting the same number. This comical exchange between the two football greats, both fondly dubbed “Joe Cool”, is set to be the first of many throughout this NFL season.
Fans can grab a piece of this campaign, with replica jerseys available online. Not only does this allow them to root for their favorite Joe, but they also contribute to a good cause. Every purchase sees its proceeds channeled to the Joe Burrow Foundation under the Guinness Gives Back program. Additionally, jersey giveaways – autographed, no less – are in store for Guinness’ social media followers.
This creative twist ties in with the NFL’s new rule allowing players to don the number zero starting the 2023-24 season. More interestingly, the campaign smartly bridges generations, juxtaposing the charisma of the young Bengal prodigy, Burrow, with the enduring charm of NFL’s Hall of Famer, Montana.
Guinness’ latest marketing maneuver is a winning play, melding sports, social causes, and the brand’s new offering seamlessly. The pairing of Montana and Burrow is a touchdown in cross-generational appeal. This innovative approach not only promotes Guinness 0 but also reinforces the brand’s commitment to giving back. It’s heartening to see companies leveraging their platform for broader societal good.