Guinness' St. Patrick Day Activation Earns Sustainable Marketing Award
Adm Group, a marketing company and Path to Purchase Institute member, was recently recognized by Global Drinks Intel, a BevAlc publication, for the work it did with Diageo’s Guinness, executing its in-store activations for St. Patrick’s Day this year.
In September, Global Drinks Intel named the winners of its inaugural ESG Awards program, with Adm Group winning the “Best Sustainability Marketing Initiative” honor for point-of-sale (POS) materials it produced with Guinness earlier this year (see gallery below). The beer brand’s retail activations included commanding St. Patrick’s Day-themed activation — comprising case stacks, signage and unique corrugated display designs resembling a Guinness-branded train and pub — prominently placed in stores.
The marketing company ran the credentials of the associated POS materials through its Green Design Tool, a proprietary platform created in partnership with Anthesis that measures the environmental impact of physical marketing materials, an Intel reporter wrote on its website.
One example of its focus on sustainability is in the creation of its “pennant flags,” the green and blue four leaf clover-shaped signage, which were subsequently switched from being non-recyclable to “widely recyclable” and made of 100% recycled content, the Intel reporter said.
The judges called Guinness' activations: “A refreshing antidote to the established view of POS as the scourge of sustainability.”
“We are delighted to have been awarded Best Sustainability Marketing Campaign 2024 by Global Intel Drinks ESG in Cannes,” the company told P2PI. “A huge congratulations to all involved, especially Adm Group’s account and sustainability teams, and thank you to Global Drinks Intel for this recognition!”
The ESG Awards recognize organizations for their efforts in promoting environmental, social and governance (ESG) practices, showcasing marketing initiatives that contribute to social and environmental betterment.
Diageo is also a P2PI member company.