Guinness Puts Rugby Fans' POV at the Heart of the Pint

Feb. 27, 2026

Building on the success of Guinness’ 2025 ‘Pints of View’ beer mats campaign in Ireland, the brand is now extending the concept even further with POV (Pint of View) across Ireland and Great Britain – creating more meaningful moments of connection with a physical invitation for fans to frame, capture and share their own “Lovely Days”. 

Launched during the Guinness Six Nations, the campaign brings the spirit of matchday to life beyond the stadium,  putting the moments, rituals and atmosphere front and centre.

Guinness tapped into the social storytelling language of POV — point of view — and reimagined it as a simple, distinctive creative mechanic. The result is a pint-shaped silhouette that invites the Guinness community to place their own perspective of a Lovely Day right at the centre. This pint-shaped aperture becomes a visual expression of what a Lovely Day for Guinness truly looks like: friends (or friendly rivals) gathered outside the stadium, the pre-match pint, or the elated walk back to the local after the final whistle. POV empowers consumers to capture and share the moments that make their Lovely Days unforgettable. Large-scale POV installations landed outside The Aviva Stadium and  encouraging participation beyond the stands, installations have also rolled out at select pubs across Ireland. 

The campaign also extends into the on-trade, with POV beer mats returning for their third drop in Ireland, and landing in the UK in February. Following significant organic uptake, Guinness Ireland is responding to demand and interaction by supplying its on-trade partners with an additional 1.5 million mats. Pint of View out-of-home projections will go live across key on-trade and route-to-stadium locations, lighting up Lovely Days moments throughout the Guinness Six Nations.

Created in partnership with global social-first creative agency Born Social, POV (Pint of View) builds on Guinness’s Lovely Days brand platform and the brand’s long-standing association with communion, ritual and connection. Designed to connect IRL and URL, the idea places fans at the centre of the story. 

POV (Pint of View) has been created as a flexible system, capable of moving beyond rugby into festivals, music, and other social occasions where Guinness is already present. The campaign is designed to scale through co-creation, building an ecosystem of community-first content that can live across social, OOH, DOOH and future activations.

Gabriel Corcoran, Brand Manager, Guinness IRE, commented:

“POV is a celebration of the Guinness community at its very best, capturing how people naturally come together to share their Lovely Days, both in the moment and beyond. By recognising and platforming this spirit of sharing, we’ve been able to extend Lovely Days into new places and occasions, enabling those moments of connection and co-creation to reach more people, at a greater scale, in a way that feels unmistakably Guinness.”

 

Paddy Smith, Chief Creative Officer at Born Social, added:

“This is proper social-first thinking, connecting the real-world to the digital one authentically. POV works because it doesn’t tell people what to do, it creates the conditions for participation and lets the community take it somewhere bigger than we ever could on our own.”