Guinness pairs boisterous pub singalongs with Singlish for St Patrick’s Day

To celebrate St Patrick’s Day on March 17, Irish dry stout brand Guinness has launched a soundtrack inspired by boisterous pub singalongs with a Singlish twist and A multi-sensory journey in a new campaign, "The Guinness Experience".

Titled Here’s To All We Share, the song is a humorous mix of Irish and Singaporean colloquialisms with lyrics such as “talk cock, banter, with the chancers” and “smile so aunty give you more” to name a few.

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The main refrain of the song says: “In the pub we all belong, can or not we sing this song,” the song aims to showcase the universal language of music in a playful and engaging manner, according to the brand.

As part of the campaign, "The Guinness Experience" will be open to members of the public above 18 at Fountain Square, CQ @ Clarke Quay to immerse consumers in the world of Guinness.

"The Guinness Experience" will feature interactive exhibits that highlight the preparation process, history and heritage of the brand along with innovations that include Guinness NitroSurge and Guinness MicroDraught displays.

There will also be Guinness masterclasses hosted by Guinness global brand ambassador Cian Hulm that promise a behind-the-scenes look at a pint of Guinness and a curated canapé pairing menu for tastebuds.

During the masterclasses, vistors can take part in 'The Perfect Pour Challenge' and become certified with the 'Guinness Masterclass Certification'.

From 15 to 17 March, Guinness will also host a street festival featuring live music, games, festive makeovers and exclusive Guinness merchandise.

Guinness has been on a roll with campaigns that leverage the universal power of music. Last year, Arthur’s Storehouse and HEINEKEN Malaysia launched the second official Guinness outlet in Malaysia and roped in Irish rock-band, U2 for its launch campaign.

Done in collaboration with storytelling agency GO Communications, the brand sought to create a campaign to match the acclaim of the iconic beverage.

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