Evolution of Brand Storytelling and Empowering Women's Sports

The chapter delves into the transition of advertising campaigns from abstract concepts to human stories of strength and integrity, focusing on the evolution of brand storytelling for a well-known brand. It also highlights Guinness' authentic association with rugby, including their sponsorship of women's sports events and efforts to elevate visibility and attendance at women's matches in the UK. The discussion extends to the launch of an alcohol-free version of Guinness, detailing the brand's successful expansion to new and younger demographics.