Holding Out for a Zero, Showing Up for the Moment

Guinness proves moderation can be magnetic—nostalgia, parity pours, and pure camaraderie.

Author

Javier García
October 26, 2025 • Estimated Reading Time: 6 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Guinness – “Holding Out for a Zero” (2025 Global Campaign)

Guinness’ “Holding Out for a Zero” promotes its alcohol-free Guinness 0.0 through a playful twist on Bonnie Tyler’s anthem “Holding Out for a Hero.” The film shows a group of friends at a pub, waiting for “that one mate” who always arrives late—until he finally bursts through the door, greeted with a perfectly poured pint of Guinness 0.0. The spot ends with the tagline: “It’s not about missing out—it’s about showing up.”

Key marketing lessons
• Use humor to humanize purpose: Promoting moderation doesn’t have to feel moralizing. By framing it as a fun social moment, Guinness makes alcohol-free drinking aspirational.
• Reclaim iconic culture: Reworking a classic song connects nostalgia to modern habits, bridging generations while keeping energy high.
• Product parity builds credibility: Showing the Guinness 0.0 pour identical to the original reinforces quality and brand trust—no compromise messaging.
• Celebrate inclusion, not exclusion: The ad isn’t about giving up alcohol—it’s about staying in the moment, with everyone included.
• Stay consistent with brand tone: Warmth, camaraderie, and craftsmanship—the pillars of Guinness’ identity—remain untouched even as the product evolves.

Takeaway:
Guinness shows how to modernize a heritage brand without losing soul. When you frame change as continuity—joy, connection, and belonging—you don’t reinvent the brand; you remind the world why it still matters.

Guinness – “Holding Out for a Zero”

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Weekly Tip

Design for Mobile First

Most users will see your content on a phone, not a desktop. Prioritising mobile design ensures your message actually lands.

• Keep text short and readable without zooming
• Use vertical visuals that fill the screen naturally
• Test posts, emails, and landing pages on mobile before publishing

If it works beautifully on a small screen, it’ll work everywhere.

Weekly Challenge

30-Minute Audit

Set aside half an hour this week to evaluate your recent content:

• Review your last 9 posts and note what performed best in terms of saves, shares, and comments
• Check if visuals, tone, and message are consistent with your brand
• Identify one thing to stop doing, one to improve, and one to double down on
• Apply those changes to your next post immediately

A focused audit keeps your strategy sharp without needing a full rebrand.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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