According to Jay Sethi, chief marketing officer of Guinness, the campaign makes good on a promise that the brand hustled out when the sudden arrival of the global coronavirus pandemic in 2020 made the traditional St. Patrick’s Day gathering take on a disturbing and potentially deadly reputation. Though it had other plans in 2020, Guinness made a promise: “Don’t Worry,” the brand said. “We’ll March Again.”

Sethi said in an interview. “But I also think that set the brand on a new course.” Finish reading on AdAge.