Guinness Launches Never Settle Campaign For Women's Six Nations

Apr. 23, 2021

Guinness is running a campaign - Never Settle - to promote the 2021 Women's Six Nations Championship across the UK and Ireland. 

Created by socially-led creative agency We Are Social Sport, Never Settle aims to increase the talkability of the tournament and promote increased visibility of women’s rugby through a range of assets across social media. 

With women’s sports coverage in media reportedly accounting for just 6% of the overall total, Guinness is looking to help change this from its position as the biggest brand in rugby. The campaign was launched with an asset that used a Guinness pint as an analogy to illustrate how women are seen in just 6% of sports media coverage.

Overall, the campaign works to bring visibility to women’s rugby and the players, celebrating their wins, despite the obstacles. Never Settle has been developed alongside Hope & Glory PR, Wilson Hartnell and Platform 13.