The Story Behind Guinness’ “My Goodness, My Guinness” Campaign
In 1936, when advertising was often straightforward and literal, Guinness made a bold leap with its imaginative “My Goodness, My Guinness” campaign, designed by John Gilroy and London-based agency S.H. Benson. Gilroy’s whimsical animal illustrations revolutionized Guinness’ image, transforming it from a serious brand to one with humor andcharm. The campaign featured a zookeeper battling various animals like lions, seals, and the famous toucan, all trying to steal his Guinness.
Guinness, facing declining sales due to geopolitical shifts like the Irish independence import tax and the loss of the U.S. market during Prohibition, sought a creative way to appeal to new audiences. The campaign was a response to these challenges, emphasizing not just the stout’s quality, but also its irresistible allure. This marked a new era in advertising, as it moved away from dry, literal ads to more abstract, humorous approaches.
How the Campaign Came to Life
Gilroy’s inspiration struck at the circus when he saw a sea lion balancing a ball on its nose. He imagined replacing the ball with a pint of Guinness, leading to one of the most memorable campaigns of all time. His background as a cartoonist for the Newcastle Evening Chronicle allowed him to create fun, lighthearted visuals that resonated with audiences. The campaign quickly gained global recognition, with the toucan becoming one of the most iconic images associated with Guinness, standing alongside the Irish harp.
A Success with SomeForgotten Ideas
While Gilroy’s campaign was a resounding success, not all of his ideas made it to the public. In 1936, a campaign targeted at the German market incorporated Nazi insignias alongside Guinness slogans—a campaign that was quickly scrapped. Another playful concept placed Guinness glasses into famous art pieces, demonstrating how ahead of its time the brand was in using humor in advertising.
Enduring Legacy of the Campaign
The impact of “My Goodness, My Guinness” was immense, stretching into the 1960s and becoming a cornerstone of Guinness’ identity. It shaped the way the brand connected with its audience, using humor and creativity to make Guinness more than just a stout—it became part of popular culture. Even today, the toucan and the campaign’s slogans are deeply ingrained in Guinness’ branding, a testament to the timeless appeal of Gilroy’s vision.
The iconic toucan was an early breakthrough for Gilroy. (John Gilroy/Guinness)
Sketches from a 1936 campaign planned for prewar Nazi Germany placed familiar characters in a new setting. (John Gilroy/Guinness/S.H. Benson)
Sketch from an ad campaign planned for prewar Nazi Germany in 1936. (John Gilroy/Guinness/S.H. Benson)
Popular English tag lines, including “Guinness For Strength,” were incorporated into Nazi-era imagery for a planned 1936 marketing campaign in Germany. (John Gilroy/Guinness/S.H. Benson)
Gilroy’s riff on John Everett Millais’ The Boyhood of Raleigh. (John Gilroy/Guinness/S.H. Benson)
Neither Michelangelo nor Piet Mondrian could escape Gilroy’s wit. (John Gilroy/Guinness/S.H. Benson)
Truly a beer made in heaven. (John Gilroy/Guinness/S.H. Benson)
Wartime adverts urged strength in uncertain times. Good thing “Guinness gives you power.” (John Gilroy/Guinness)
(John Gilroy/Guinness)
Conclusion
The “My Goodness, My Guinness” campaign is a pioneering example of creativity in advertising. It not only revitalized the brand during a challenging period but also set the tone for future advertising approaches. By embracing humor, imagination, and a brave approach to storytelling, Guinness transformed its brand image and cemented its place in the advertising hall of fame.
In 1936, when advertising was often straightforward and literal, Guinness made a bold leap with its imaginative “My Goodness, My Guinness” campaign, designed by John Gilroy and London-based agency S.H. Benson. Gilroy’s whimsical animal illustrations revolutionized Guinness’ image, transforming it from a serious brand to one with humor andcharm. The campaign featured a zookeeper battling various animals like lions, seals, and the famous toucan, all trying to steal his Guinness.
