Guinness, an iconic name in the brewing world, has been synonymous with premium quality and rich flavours since its inception in 1759 by Arthur Guinness. Recognised by its famous harp logo, which also serves as Ireland's national emblem, Guinness has built a global reputation for excellence, particularly in draught beer. As a brand rooted in tradition yet open to innovation, Guinness sought a luxurious, festive product for the 2023 holiday season to elevate their brand presence.
For Christmas 2023, Guinness partnered with Magellan to create an exclusive, high-end 12-day advent calendar. The concept was to offer consumers a unique experience by revealing a miniature bottle of premium alcohol each day, reinforcing the Guinness brand’s association with luxury and sophistication.
Magellan crafted 200 of these exclusive 12-day advent calendars, ensuring that the design and craftsmanship reflected the premium nature of the Guinness brand. The exterior of the advent calendar is adorned with a full-colour print that is visually striking and engaging. To enhance its appeal, a matte lamination and an unprinted anti-scuff layer were added, ensuring both durability and a refined, sophisticated finish.
Constructed from high-quality rigid board, the calendar's structure is solid and enduring. Its dimensions, 158mm x 205mm x 122mm, provide ample space for the miniature bottles inside, each tucked away in a drawer measuring 120mm x 50mm x 50mm. The drawers are made from 3mm greyboard and follow a practical 4x3 layout, combining aesthetic elegance with user-friendly functionality. Each drawer is designed with a die-cut fold, allowing for easy access to the alcohol inside, while still maintaining the element of surprise.
To ensure this advent calendar stood out in the competitive alcohol market, Guinness curated a selection of 12 miniature bottles, offering a diverse range of flavours and brands to appeal to a broad audience. The selection included well-known names like Smirnoff Original, Chase, Smirnoff Raspberry, Gordons Gin Original, Captain Morgan, Tanqueray Blackcurrant Royale, Johnnie Walker, Tanqueray London Dry Gin, Gordons Pink Gin, Tanqueray No. 10, and Baileys.
The crowning moment comes on the 12th day, when the calendar reveals a bottle of Guinness, a fitting conclusion to a premium collection of drinks. The careful curation of the alcohols, combined with the exclusivity of the calendar, made it a highly sought-after gift for the holiday season.
The advent calendar’s exterior was carefully designed to capture the spirit of the holiday season while staying true to Guinness’s brand identity. A luxurious snow-themed design in the iconic Guinness gold color created instant recognition, making the calendar a standout gift for Christmas 2023. The matte lamination, combined with the anti-scuff layer, ensured the calendar maintained its elegance throughout the holiday season.
Each drawer also contained a scannable barcode, which allowed recipients to learn more about the specific alcohol revealed each day. This interactive feature added an educational and engaging dimension, transforming the calendar into not just a gift, but an immersive experience.
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As the new year dawns, it's the perfect opportunity to revitalise your marketing strategy and make your business shine all year long. One unique and captivating approach to consider is leveraging custom advent calendars. These delightful promotional tools are not just for the holiday season – they can provide an enduring marketing boost that keeps your brand in the spotlight month after month.
1. Drinks: Elevate your beverage brand's visibility with custom advent calendars that reveal a new flavour or product each day. Whether it's craft beers, wines, or specialty coffees, these calendars create anticipation and a daily connection with your audience.
2. Cosmetics: Beauty brands can make a splash by offering daily makeup or skincare surprises in their custom advent calendars. It's a fantastic way to showcase your range, introduce new products, and keep your brand on top of your customers' minds.
3. Candles and Fragrance: Create a multisensory experience with aromatic custom advent calendars. Each day's unveiling of scented candles or fragrances can add a touch of luxury to your marketing strategy, leaving a lasting impression.
4. Confectionery: For sweet-toothed consumers, custom advent calendars filled with delectable chocolates, candies, or gourmet treats provide a daily dose of indulgence. They offer a delightful way to keep your brand front and center.
5. Fashion: Fashion brands can use custom advent calendars to showcase accessories, clothing pieces, or discounts. It's a fashionable way to keep customers engaged and excited about your latest collections.
6. Games: Engage your audience with daily surprises, challenges, or mini-games in custom advent calendars. Gamify your marketing strategy to increase brand interaction and create a sense of fun and anticipation.
7. Stationery: Keep your brand in the hands and on the desks of your customers with custom advent calendars featuring stationery items. Pens, notepads, stickers, and more can be unveiled day by day, ensuring your brand stays top-of-mind.
Custom advent calendars are more than just marketing tools; they're daily reminders of your brand's presence, creativity, and commitment to delighting your audience. Embrace the power of year-round marketing with these engaging and interactive calendars, and watch your brand shine brighter in the new year. Don't wait – it's time to take your marketing to the next level and keep your business thriving all year long!
