The Heineken-owed Beamish stout has launched a new campaign built around a limited-edition signet ring that cannot be bought, with consumers instead asked to barter something with “genuine character” in exchange for one.
Created by The Public House and KOR, the campaign has generated offers ranging from a first-born child and wedding invitations to a flat in Amsterdam, a car, dogs and, in one case, a human soul.
The sterling silver Beamish signet rings were created by Dublin jeweller Joshua Reynolds and feature the stout brand’s distinctive “B”.
Each ring also contains a small quantity of Beamish itself, with drops of the Cork stout dehydrated and reformed into an ash before being infused into resin to create the letter on the ring.
Playing on Beamish’s positioning as a stout of “genuine character”, the brand decided the rings would not be available for sale. Instead, anyone looking to get their hands on one has to offer something of character in exchange.
The first opportunity to barter for a ring came at a surprise pop-up at the recent All Together Now music festival, hosted by musicians Kojaque and Kean Kavanagh.
Festival-goers were invited to offer whatever possessions they had with them in exchange for one of the limited-edition rings. Among the more unusual items put forward was a wisdom tooth that had been removed before the festival.
The campaign was subsequently supported by a launch video featuring Kojaque, Kavanagh and Reynolds, which has been viewed more than 800,000 times, according to the agency.
The video also prompted a fresh wave of barter proposals through social media as consumers attempted to persuade the brand to part with one of the rings.
Beamish followed the festival activation with an appearance at Dublin Flea, where antiques dealer and Instagram creator Ian Dowling, known as @irishpicker, was brought in to act as a “barter judge”.
More than 100 barter proposals were made at the event, although only a small number were accepted in return for one of the rings.
According to Jim Geraghty, marketing manager for Heineken, the barter concept was consistent with the broader positioning of the Beamish brand.
“It’s a continuing pleasure to work with TPH on Beamish, and with the barter element of this campaign they’ve managed to find an engagement mechanic that’s not only highly shareable, but completely in tune with a stout of genuine character,” he said.
Rob Maguire, executive creative director at The Public House, also attempted to secure one of the rings himself.
“I tried to trade my 1981 pressing of ‘Face Value’ by Phil Collins, but they told me where to go,” he said.
Credits
Agency: The Public House
Executive Creative Director: Rob Maguire
Managing Director: Kerrie Sweeney
Head of Strategy: Sarah Walsh
Strategy Director: Brónagh O’Donovan
Associate Creative Director: Danny Cullen
Senior Account Director: Rebecca Mullen
Senior Account Executive: Neelanjan Sengupta
Senior Art Director: Paul Kinsella
Senior Copywriter: Blaise Hoban
Head of Design: Eimear O’Sullivan
Senior Designer & Production Lead: Trevor Nolan
Junior Designer: Jude Quilty
Motion Graphic Designer: Kevin Hughes
Client: Beamish/Heineken Ireland
Marketing Manager: Jim Geraghty
Brand Manager: Heather McAree
Brand Manager: Dan Lee
