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Guinness Launches ‘Don’t Jinx It’ Campaign With Irish Rugby Legend Brian O’Driscoll

By Donna Ahern
Guinness Launches ‘Don’t Jinx It’ Campaign With Irish Rugby Legend Brian O’Driscoll

With anticipation soaring for the upcoming autumn fixtures, Brian O’Driscoll and Guinness – the official sponsor of the Irish Rugby Football Union (IRFU) – have teamed up to launch a new ad campaign.

‘Don’t Jinx It’ is a playful yet passionate call to action for the people of Ireland to rally behind their team.

Guinness explained that, in a recent podcast, O’Driscoll boldly declared that Ireland would go all the way, and, therefore, he may have ‘jinxed it’.

O’Driscoll said, “As a proud Guinness ambassador and a former player, I am calling on the people of Ireland to stand with us in the ‘Don’t Jinx It’ campaign.


“Learn from my mistake and help me spread the word across the nation. It’s OK to dream big – just remember, don’t tempt fate. Don’t jinx it!”

Gentle Reminder 

The Guinness ‘Don’t Jinx It’ campaign will run throughout September and October, featuring a brand-new TV ad and a nationwide out-of-home (OOH) presence, ‘delivering a playful reminder to fans to hold off on any jinx-worthy predictions.’

Speaking about the campaign, Alan McAleenan, marketing director of Guinness Ireland, said, “This isn’t just a sporting moment. This is one of the key highlights in the country’s social and cultural calendar – something we can all get behind.

“At Guinness, we’re fans first. We will do anything we can to give our side an edge, and that’s why we’re delighted to launch the ‘Don’t Jinx It’ campaign – it’s practically a public-service mission – and even though we are currently ranked number one in the world, well, I won’t tempt fate!”

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