Latest news with #ALovelyDay
Yahoo
22-04-2025
- Business
- Yahoo
American Culture Still Matters for Global Brands
Last week, Guinness debuted its first campaign with Uncommon Creative Studio, "A Lovely Day"-a sweeping, 5,057-mile journey across the U.S. spotlighting real people, diverse communities, and the passions that unite them. More than a brand film, it's a journalistic ode to the richness of American life, delivered through a lens of optimism and humanity. It also arrives at what can only be described as an "interesting" cultural moment. Global perceptions of the U.S. have shifted. Significantly. Recent data shows that the average net favorability of the U.S. has declined by roughly 20 points worldwide, with marked dips in key consumer markets like Europe and Canada. Driven by geopolitics, cultural polarization, and economic unease, America is under a sharper lens than perhaps ever before. So why are global brands still so invested in showing up here-and showing off? Let's start with the obvious: scale. The U.S. continues to represent an unmatched commercial opportunity. Despite economic fluctuations, it remains one of the most resilient consumer markets in the world. That resilience isn't just appealing to established giants, it's also proving magnetic for direct-to-consumer challengers. Take ME+EM, the U.K.-based womenswear brand. Known for its clean silhouettes and data-informed design strategy, they've doubled down on U.S. expansion. After a successful digital push, they've moved into brick-and-mortar, with stores in New York City, the Hamptons, and now Texas. The commitment signals not just short-term ambition, but long-term belief in the American shopper's continued global influence. That influence extends far beyond GDP. The U.S. is often the launchpad for brands aiming to embed themselves in the cultural zeitgeist. Just last year, Guinness was at the center of a TikTok phenomenon with the "Split the G" challenge-an unplanned but potent moment of viral cultural relevance. Similarly, Puma's new "Go Wild" campaign, its largest global initiative, debuted in the U.S. this March. For a German heritage brand, gaining traction stateside is more than symbolic; it's essential toward engaging Gen Z audiences at the intersection of sport, identity, and authenticity. With 17% of all TikTok users based in the U.S., and roughly 34% of ad revenue generated here, success in America can mean amplification everywhere. The U.S. is also uniquely valuable as a cultural testbed. With its intricate diversity-ethnic, geographic, and ideological-it serves as a global microcosm. It's where brands can pressure-test both universal insights and hyperspecific strategies. Guinness' film leans into this idea, exploring the connective tissue of American life. Toyota's latest campaign for the 2025 4Runner does something similar, pairing broad themes of adventure ("Your Window to the Wild") with a more targeted sub-campaign, "4Runner Landia," created with agency Conill to reach Hispanic audiences. The campaign even includes a contest to win land-an offer rooted in cultural nuance and aspiration. In that way, America isn't just a place to sell products. It's a place to refine ideas, build resonance, and test what it means to connect with people on a human level. As campaigns increasingly pivot toward emotional storytelling and values-led positioning, brands are turning to the U.S. as a litmus test for what works-and what endures-across communities, cultures, and digital channels. There's also a reason Guinness ends its film with the line, "People need people." It's a universal sentiment, but its resonance in the U.S.-with its division, complexity, and promise-feels especially timely. The film's soundtrack choice, Paolo Nutini's "Iron Sky," underscores that. It's a track woven with themes of resistance, justice, and unity-featuring audio from Charlie Chaplin's 1940 speech in The Great Dictator. It's a reminder that some ideas don't belong to one country or another. They belong to all of us. And right now, for global brands, the U.S. remains one of the most powerful places to express them.
Yahoo
10-04-2025
- Entertainment
- Yahoo
GUINNESS SPOTLIGHTS 'LOVELY DAYS' ACROSS THE COUNTRY IN NEW CAMPAIGN
Guinness debuts an ad campaign starring real groups of friends and their stories of coming together over shared passions and pints! NEW YORK, April 10, 2025 /PRNewswire/ -- Fifty states, one truth: when you're with your people, every day is a lovely day. Guinness is unveiling "A Lovely Day," chronicling a 5,057-mile journey to every single state and capturing what unites people over a pint. This campaign is more than just a celebration of Guinness - it's a celebration of the vibrant communities across the country. Today, the first powerful film made in partnership with Uncommon Creative Studio, "Guinness Presents: A Lovely Day," begins rolling out across TV, digital and social media. This anthem focuses on snapshots of Americans finding connection in everyday moments of togetherness, highlighting the simple joy of being with the people who matter most. Some of the 50 communities featured in "A Lovely Day" include: The Treme Brass Band: One of the most soulful groups in New Orleans. Between sets, this multigenerational group sit back and enjoy a meal with a pint of Guinness before taking the stage to deliver another round of foot-stomping sound at their local haunt. Brainerd Jaycees Ice Fishing Extravaganza: The largest ice fishing competition in Minnesota (and the world)! The ice may be thick but the friendships are thicker—and nothing warms the soul quite like a day well spent with each other, fresh grilled fish and a well-poured Guinness. Albuquerque Aardvarks Rugby Team: With a mix of passionate players, the New Mexico team is known for its camaraderie, teamwork and legendary carne asada discos after matches. The heat of the game is matched only by the heat of their parties, where Guinness is served and friendships are cemented in the smoky air of a well-earned feast. Chicago Plumbers Union: In ongoing partnership with Guinness, they've been responsible for dyeing the Chicago River into a shimmering emerald tribute for St. Patrick's Day since 1962. And when the work is done, they gather with a pint of Guinness, reflecting on the legacy they keep alive, one green wave at a time. Newport Run Club: This crew turns every run into a celebration! Their monthly "Guinness Runs" have become legendary as a high-spirited tradition where runners hit the pavement together then toast their efforts after with a well-earned pint of Guinness. It's not just about the miles, it's about the camaraderie, the laughter and the pints together. Throughout the rest of the year, Guinness will release additional content that goes deeper into the dynamic stories and communities thriving across the U.S., all complemented by billboards and digital screens in cities and towns nationwide, recognizing the people and moments that make every day a lovely day for a Guinness. "From a group of ice skaters gliding across the lakes of Alaska, to a baseball team part of Tulsa's sandlot society, to competitive weekly dominoes players in South Florida, and everything in between, we met real people and witnessed real moments. All we did was bring the Guinness and let the cameras roll," said Joyce He, Vice President, Guinness. "It's a refreshing reminder that we all thrive the most when coming together as communities. Because at its core, a lovely day isn't just about what's in your pint - it's about the people around you, the moments shared and the passions that bring us together." This is the central chapter of the Lovely Day Project, first introduced last month ahead of St. Patrick's Day, when Guinness invited people across the country to share their own celebrations and stories. The response of YOUR photos showcased a powerful tapestry of moments that captured the spirit of connection, one pint at a time. Inspired by the iconic "Lovely Day for a Guinness" ads of the 1930s and 1950s, "A Lovely Day" brings that timeless spirit to the U.S., grounding it in the real stories of Americans and delivering a powerful message of generosity, goodness and community. Indeed, everyone's lovely day looks a little different -- and to celebrate Guinness moments in the warmer months ahead, Guinness is excited to unveil a limited-edition Guinness Draught Stout can, designed by LA graphic artist Sebastian Curi. The eye-catching design adds brightness and creativity to the iconic black can, reimagining the classic Lovely Day toucan art with a modern, American twist -- another nod to the brand's visual legacy, perfect for spring and summer. Follow @GuinnessUS across social media to stay up to date on all the stories and lovely days to come. Remember, if you're taking a break or not drinking at all, try a Guinness 0 to keep the celebrations going. No matter where you are, when you're with your people, it's a Lovely Day for a Guinness. About GuinnessThe Guinness brand was established in 1759, when Arthur Guinness signed a 9,000 year lease on St. James's Gate Brewery in Dublin. Brewed using four main ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world's most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 150 with almost 9 million glasses of Guinness enjoyed every day around the world. The most GUINNESS is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. More information can be found at About DiageoDiageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit Visit Diageo's global responsible drinking resource, for information, initiatives, and ways to share best practice. Follow Twitter and Instagram for news and information about Diageo North America: @Diageo_NA. MEDIA CONTACTS:Kelly Pepe, diageobeer@ View original content to download multimedia: SOURCE GUINNESS Sign in to access your portfolio
