It’s a ‘LoVely Day’ for Guinness’ New Campaign Rollout

“Sometimes the best ideas are right in front of you.”

This is what George Hackforth-Jones, Global Creative Director at AMV BBDO says about the roll out of Guinness’ nostalgic campaign.

After partnering with creative agency AMV BBDO, Guinness’ new slogan ‘Lovely Day For a Guinness’ accompanies its new Out of Home campaign.

While Guinness’ parent company Diageo has plans for a global rollout, the campaign is currently distributed across the United Kingdom and Ireland. 

Beer first, advertising second 

For the first 170 years of its history, Guinness received zero advertising – the Irish stout brand believed that the beer’s quality should do the talking.

Since opening up to the idea of marketing at the end of the First World War, Guinness has ensured its campaigns are as high quality as the beer to ensure brand consistency and loyalty.

With the new campaign, Guiness taps into the nostalgic ‘Lovely Day for a Guiness’ advertising platform and reinvents it to refresh audiences with a modernised twist.

Stephen O’Kelly, Global Brand Director, Guinness, Diageo says: “LoVely gives new life to one of our most famous advertising lines, refreshing Guiness’ brand heritage in a way that is timeless, contemporary and relevant across markets and channels. The campaign reflects the enjoyment of small, meaningful moments of connection that happen every day.”

The campaign features several out of home displays of individuals at a range of places in a range of conditions – from a pub garden on a summer's day, a football match in the rain or at a festival carefree – with one thing in common; a pint of Guinness is in their hands. 

The brand’s iconic symbol replaces the ‘V’ in ‘LoVely’ and subtly uses its identity to create an impactful advert.

The campaign reinforces the idea that it’s always a lovely day for a pint of Guinness.

It’s always been a lovely day for a Guinness

Coining ‘it’s a lovely day for a Guinness’ in the 1930s, the brand’s phrase symbolises the joy of connecting with friends and loved ones over a pint.

Originally, Guinness found itself positioned towards the older generation, particularly men, and referred to as ‘the black stuff’ sold in pubs.

Yet decades later, despite the younger generation becoming less likely to consume alcohol due to health kick alternatives, the sales of Guinness is rising – and diversifying.

Between January and March of this year, approximately 161 pubs were forced to close down across England, Wales and Scotland due to rising costs and cultural shifts.

Guinness’ identity has been repositioned due to unintentional social media marketing and the rise of the ‘splitting the G’ challenge across platforms like Instagram and TikTok.

With celebrities such as Dua Lipa, Olivia Rodrigo and Maisie Peters sharing their personal take on the challenges and pictured drinking the Irish stout, the younger generations are turning to Guinness more frequently for consumption.

It is no longer seen as an older man’s beverage and has even contributed to a 24% uplift in women that drink Guinness. 

‘LoVely Day’ is further encouraging consumers to engage with the brand and either continue the usage or try something new. Building on a simple expression part of the brand for over 160 years, the campaign uses a beautifully deliberate yet simple design which brings comfort and brand recognition to consumers across the nation.

Who are Guinness' key partners?

• VML – VML UK is Guinness' creative agency behind recent global marketing efforts, including the "Guinness Extra" film series spotlighting Premier League fans in Kenya and Indonesia. Chief creative officer Ryan McManus led the project, which follows supporters' matchday rituals far from the stadium. VML's work builds on Guinness' international legacy, connecting the brand's historic export markets with its modern football sponsorship strategy.
• Premier League – Since 2024, Guinness has been Official Beer and Official Non-Alcoholic Beer of the Premier League in a four year deal through 2026, spanning 80+ countries. The partnership includes club deals with Arsenal, Aston Villa and Newcastle, plus the "Matchdays Together" content series. Under the "Lovely Day for a Guinness" theme, it became the most consumed beer in the football viewing occasion in GB and Ireland.

• Six Nations Rugby – Guinness recently expanded its long-standing Jockey Club sponsorship to become an Official Group Partner, reinforcing its commitment to responsible drinking across UK racecourses. The deal focuses on promoting Guinness 0.0 availability at racedays, building on the brand's established presence at the Cheltenham Festival. The expansion sees Guinness feature more prominently across Jockey Club racecourses nationwide, alongside fellow partners Holland Cooper and Turners.