As the football world eagerly anticipates Transfer Deadline Day, Guinness seized the moment to connect with fans in Ireland. This innovative campaign transformed the excitement of player transfers into a unique opportunity for consumers to upgrade their at-home matchday ritual, reinforcing Guinness's commitment to quality and the perfect pint.

With Guinness entering its debut season as the Official Beer (and Guinness 0.0 as the Official Non-Alcoholic Beer) of the Premier League, we needed to show up in culture fast. Transfer Deadline Day offered the perfect window.

Our goal? Cut through the frenzy, own the moment, and make Guinness part of fans’ matchday routines in a way only Guinness could.

There’s a ritual to how Guinness is poured - and how it's enjoyed. But at home, that ritual is often ruined by one thing: the wrong glass. In the age of Nitrosurge, fans can now get the perfect pint from the comfort of their sofa. But many are still pouring it into novelty mugs, half-pint tumblers, or worse.

We called it what it is: Glassphemy.

#TransferThatPint flipped the football transfer window into a moment of pint-based redemption. We gave fans in Ireland the chance to make their own game-changing switch by trading in their unworthy glassware for the holy grail: a limited-edition Guinness x Waterford Crystal pint glass.

Fans could enter by submitting their “transfer request” at TransferThatPint.com or sharing photos of their tragic glassware on social, tagging @Guinness_Ireland and using #TransferThatPint.

Across the weekend, the campaign took over social and OOH in Dublin, riding the wave of transfer speculation while drawing attention to the most important deadline of all: 11PM on February 3rd. The finale took place at the Guinness Storehouse, where lucky fans could retire their glass in person and receive their upgrade—from Guinness, with love (and a complimentary tour pass).

With appearances from influencer Eric Roberts and Premier League legend Theo Walcott, the campaign merged football fandom, cultural humour and classic Guinness craft into a moment of pure pourfection.

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