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Guinness Thirstmometer
“All the excuse you need to celebrate
the British Summer”
B&H’s liquid crystal thermometer strips were applied to branded Guinness backing mailer cards.
The Summer campaign for Guinness was very successful as it overcame a huge problem creating the action of drinking Guinness in the Summer.
Persuading people that Guinness was a summer drink was part of the launch of Guinness cold. Guinness’ agency, Tullo Marshall Warren, used the Thirstmometer idea, with the humourous take on the idea of the British Summer and how you could link temperature drinking a pint.
There was all the standard data capture but they also linked it to an online campaign and best of all whenever the temperature went above 20 degrees, TMW sent emails out to the database, saying it was the perfect temp for a Guinness.
The mailer was timed to drop on warm Friday evenings, and the pack only cost 55p compared with the normal £1 pack cost. There were no coupons, but research found that 50 per cent had showed it to other people. The thermometer cards had a very low junk perception.
