Sometimes all it takes is a simple coaster to turn a pint into a moment worth sharing. During the Six Nations tournament, Guinness transformed one of the most familiar objects in the pub, the beer mat, into a creative tool for fans.
The brand introduced coasters cut in the iconic silhouette of a Guinness pint, inviting supporters to frame their match-day memories and capture them on camera.
The idea is beautifully simple. Hold the coaster up to your phone, and it instantly becomes a physical photo frame. A group of friends in the pub, a pre-match pint, a hug after a try, suddenly every moment fits inside the unmistakable shape of a Guinness.
The campaign is called #PintofView, a clever twist on “point of view.” And the result is a subtle but powerful piece of brand storytelling: Guinness becomes part of the image without dominating it.
The brilliance of the idea lies in how naturally it fits into the ritual of watching rugby. The coaster isn’t an intrusive branded prop, it’s already there, sitting under your pint.
By cutting the mat into the shape of the glass, Guinness effectively created a real-world filter, one that fans can instinctively use to frame photos. The brand doesn’t need to shout. The silhouette alone is enough to sign the image.
Instead of forcing shareable content, Guinness simply provides the frame and lets fans do the rest.
The approach worked so well last year that the brand decided to scale it dramatically. For this year’s tournament, more than 1.5 million additional beer mats were distributed across partner pubs. That number reveals something interesting about modern brand storytelling. Increasingly, it’s not campaigns that generate visibility, it’s the social rituals they plug into.
Guinness also extended the idea beyond the bar. Around Aviva Stadium in Dublin, the brand installed large-scale versions of the same pint-shaped frame, allowing fans to step inside and capture photos before and after the match. But the heart of the campaign remains the small piece of cardboard sitting under a pint.
Because that’s where rugby culture lives: at the table, between friends, in the moments before and after the game.
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