Guinness Case Study
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Make Guinness relevant to Gen Z
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For Gen Z, alcohol is the definition of “bad for you.”
Two-thirds of 18–34-year-olds say drinking is “unhealthy.” And this outward perception is changing how they drink. Or should I say, who they drink with.
Because now more than ever, Gen Z drinks alone. Solitary drinking is at an all time high with roughly 40% of young adult drinkers report drinking alone.
Gen Z believes alcohol is bad for them, but overlooks a bigger threat: isolation.
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Solitary drinking is a symptom of social disconnection.
Humans are social creatures by nature. But so easily, we settle for a beer alone on the couch.
It is a symptom of deeper disconnection in our social lives. And as social creatures, social connection is essential to our wellbeing and quality of life.
So what’s actually “good for you?” Social connection.
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Show how Guinness’ “good for you” looks like nurturing your social nature.
By recontextualizing it’s legacy in Gen Z’s drinking habits, Guinness can show up as more than a beer. It can be a catalyst for social connection.
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Guinness is a legacy beer brand defined by its cultural impact.
For generations, the brand has championed the saying “Guinness is good for you.” But what does “good for you” actually mean to drinkers today?
Problem:
For Gen Z, alcohol is the definition of “bad for you.”
It’s not breaking news to say Gen Z has a negative perception of alcohol. Globally, two-thirds of 18–34-year-olds say drinking is “unhealthy” because it means:
Empty calories.
Restless sleep.
Digital blackmail.
Impending hangxiety.
This outward perception is changing how they drink. Or should I say, who they drink with.
Because now more than ever, Gen Z drinks alone.
Solitary drinking has steadily increased. But today, it’s at an all-time high with roughly 40% of Gen Z drinkers report drinking alone.
National Library of Medicine
Gen Z believes alcohol is bad for them, but overlooks a bigger threat:
isolation.
People struggling with social isolation face a higher risk of:
Insight
Solitary drinking is a symptom of social disconnection.
Humans are social creatures by nature. But so easily, we settle for a beer alone on the couch.
It is a symptom of deeper disconnection in our social lives. Over the past two decades, we’ve become less intentional with each other, letting companionship slip down our priority list.
We trade one for the other:
“Let’s hang out.” — “Let me check my calendar.”
“Come over.” — “Let’s plan something soon.”
“How are you?” — “Wish we had time to catch up.”
So what’s actually “good for you”?
Social connection.
As social creatures, social connection is essential to our wellbeing and quality of life.
Strategy
By recontextualizing it’s legacy in Gen Z’s drinking habits, Guinness can show up as more than a beer. It can be a catalyst for social connection.
Show how Guinness’ “good for you” looks like nurturing your social nature.
Creative Concept
Guinness Pigs:
We’re all Social Creatures
In Switzerland, it’s illegal to own just one guinea pig. Why? Because they’re social creatures who need companionship to survive.
Turns out, humans aren’t so different.
Ask
Make Guinness relevant to Gen Z
OOH Promotion
Introducing Guinness’s new (adorable) ambassadors, Guinness Pigs as a challenge to nurture your social nature.
Brand Activation
What:
The Squeak Easy:
A Guinness popup where humans can visit a human sized guinea pig enclosure to pull pints and prioritize social connection. Oh and yes, there will be guinea pigs.
Where:
“The loneliest city in America,” Washington DC
When:
National Friendship Day, August 2, 2026
Why:
All event proceeds will be donated to the Foundation of Social Connection
Team
Casey Hall - Strategy
Izzy Pinson - Art Direction
Casey Hickman - Copywriting