Guinness revives a 1990 World Cup ad for new generation of fans

Guinness is reaching back 35 years to make its case for the biggest soccer summer the United States has ever seen, reviving a classic ad and wrapping it around a campaign built for the moment.

The beer brand, which holds Official Beer status with the Premier League, has remixed its 1990 ad “The world’s cup… well in hand,” originally created to mark Ireland’s first appearance on the world stage.

Two years after that ad ran, the Premier League launched. Guinness is using that history to frame its place in a summer when the beautiful game arrives in America at scale.

As football takes center stage across the U.S. this summer, Guinness, the Official Beer of the Premier League, just remixed its iconic “Singing Pints” ad for the summer.

The campaign spans several activations. A limited-edition pack for Guinness Draught Stout has been designed by Brooklyn-based illustrator Sophia Yeshi, available now in 4-packs and 8-packs nationwide.

A collaboration with fan creative studio Art of Football has produced a limited-edition jersey, available in North America only, going on sale June 8 for $81.

An out-of-home and social series will spotlight bartenders and pub staff in Atlanta, Boston, Philadelphia and San Francisco, photographed in their own spaces wearing the merch and sharing their game day rituals.

“The beautiful game deserves a beautiful pint and a room full of fans to enjoy it with,” said Karissa Downer, Director of Guinness.

The campaign leans into the togetherness positioning Guinness has long used, arguing that whatever divides fans on the pitch, the pint unites them in the pub.

At least one further activation is still to be announced, with the brand teasing a limited-edition innovation tied to the tournament.

Art of Football, founded in 2013, has previously worked with Nike, Adidas and Guinness and holds licenses across the Premier League, Championship and several European leagues.