4 min reading
The Brand Dispatch
Founded in 1759, Guinness has become one of the most iconic brands in the world, building a solid reputation thanks above all to constant and consistent communication.
Although the famous ‘black stuff’ has remained largely unchanged, the perception of this Irish drink has changed profoundly. Over the years, Guinness has been able to add creative foam to its stubborn Irish soul: from the slogans of the 1920s on well-being (‘Guinness is Good For You’) to the Guinness World Records, the book created to answer the most talked about questions in pubs, from commercials with unforgettable soundtracks such as ‘Surfer’ to the work on social media in which, before anyone else, the dark beer par excellence has been able to involve consumers in the creation of new content.
The brand that made beer history not only continues to accompany the stories that are consumed in pubs around the world but, as the multinational drinks giant Diageo declared, Guinness has officially become the most popular pint in the UK. Today, one of illustrator John Gilroy's classic 1950s posters would have all the numbers to say: ‘Guinness is everywhere.’
Although the famous ‘black stuff’ has remained largely unchanged, the perception of this Irish drink has changed profoundly. Over the years, Guinness has been able to add creative foam to its stubborn Irish soul: from the slogans of the 1920s on well-being (‘Guinness is Good For You’) to the Guinness World Records, the book created to answer the most talked about questions in pubs, from commercials with unforgettable soundtracks such as ‘Surfer’ to the work on social media in which, before anyone else, the dark beer par excellence has been able to involve consumers in the creation of new content.
The brand that made beer history not only continues to accompany the stories that are consumed in pubs around the world but, as the multinational drinks giant Diageo declared, Guinness has officially become the most popular pint in the UK. Today, one of illustrator John Gilroy's classic 1950s posters would have all the numbers to say: ‘Guinness is everywhere.’
A few months ago, Apple apologised for an iPad commercial that showed examples of analogue creativity being crushed by a giant metal press. Two weeks later, Bumble had to apologise for releasing a billboard suggesting that a vow of chastity ‘is not the answer’.
In July, Adidas apologised for an insensitive advertising campaign based on a re-issue of a shoe created for the 1972 Munich Olympics, infamous for the killing of 11 members of the Israeli team.
Brands are apologising at a faster pace than ever before.
‘Sorry’ no longer seems to be such a difficult word to pronounce, least of all on social media, where thousands of influencers try every day to make things right through words of contrition. The first to apologise, not only on his social media but in front of US congressional senators, was Mark Zuckerberg himself, who recently stood with other platform leaders to answer for social's responsibility in protecting minors against cyberbullying. The Meta CEO acknowledged the faults of the social system, declaring that the platform is doing everything possible to ensure that none of this happens again. Apology accepted, but with reservations. Reminding all brands that ‘To err is human, to persevere is diabolical.’
In July, Adidas apologised for an insensitive advertising campaign based on a re-issue of a shoe created for the 1972 Munich Olympics, infamous for the killing of 11 members of the Israeli team.
Brands are apologising at a faster pace than ever before.
‘Sorry’ no longer seems to be such a difficult word to pronounce, least of all on social media, where thousands of influencers try every day to make things right through words of contrition. The first to apologise, not only on his social media but in front of US congressional senators, was Mark Zuckerberg himself, who recently stood with other platform leaders to answer for social's responsibility in protecting minors against cyberbullying. The Meta CEO acknowledged the faults of the social system, declaring that the platform is doing everything possible to ensure that none of this happens again. Apology accepted, but with reservations. Reminding all brands that ‘To err is human, to persevere is diabolical.’
In the heart of Barcelona, inside the historic Casa Calvet designed by Antoni Gaudí, D-Origen revolutionises the world of design with the first Coffee Shop to incorporate 3D printed elements made from recycled coffee grounds. The space utilises the innovative material LOWIMPACT®, a blend of recycled PLA and coffee grounds, pioneering an upcycling approach.
The project's vision, inspired by the fluidity of coffee, transforms sensory experiences into tangible forms through the interplay of human creativity, artificial intelligence and parametric design D-Origen is not just a place to enjoy coffee, but a showcase of circular design where geometric lamps and backlit counters, made with 3D printing techniques and robotic arms, give the space an aesthetic as warm as coffee and as experimental as an art gallery.
The reuse of coffee grounds to create furniture also transforms one of the most popular plants since the 9th century into a material of the future.
The project's vision, inspired by the fluidity of coffee, transforms sensory experiences into tangible forms through the interplay of human creativity, artificial intelligence and parametric design D-Origen is not just a place to enjoy coffee, but a showcase of circular design where geometric lamps and backlit counters, made with 3D printing techniques and robotic arms, give the space an aesthetic as warm as coffee and as experimental as an art gallery.
The reuse of coffee grounds to create furniture also transforms one of the most popular plants since the 9th century into a material of the future.
What is Tinder's most dangerous competitor? The pineapple.
In fact, a curious new dating trend has emerged in Spain. It is called ‘Ligar en Mercadona’ and has a precise code: put a pineapple upside down in the shopping trolley between 7 and 8 o'clock in the evening in the shops of the Mercadona chain.
This seemingly innocuous gesture has become a secret signal for singles in search of a soul mate, and has also become a very strong promotional tool for the supermarket brand. In an era dominated by dating apps, this practice offers a more authentic and three-dimensional experience, where the supermarket becomes a perfect setting for spontaneous and fun flirting. Thanks to this non-verbal code, the shelves are transformed into a place for real, non-technology-mediated interactions. The simple act of turning a pineapple becomes a signal of willingness and desire to get to know someone. A creative and playful alternative for those who continue to search for love away from the display.
In fact, a curious new dating trend has emerged in Spain. It is called ‘Ligar en Mercadona’ and has a precise code: put a pineapple upside down in the shopping trolley between 7 and 8 o'clock in the evening in the shops of the Mercadona chain.
This seemingly innocuous gesture has become a secret signal for singles in search of a soul mate, and has also become a very strong promotional tool for the supermarket brand. In an era dominated by dating apps, this practice offers a more authentic and three-dimensional experience, where the supermarket becomes a perfect setting for spontaneous and fun flirting. Thanks to this non-verbal code, the shelves are transformed into a place for real, non-technology-mediated interactions. The simple act of turning a pineapple becomes a signal of willingness and desire to get to know someone. A creative and playful alternative for those who continue to search for love away from the display.
