Guinness's US Facebook community is full of people who love the dark stuff. When I came onto the account there was an opportunity to transition away from the global's direction, where the Irish spirit and old guys drinking beer was almost too prominent, towards a fresh take that spoke their loves and lifestyle. The full scope includes messaging to food pairings, cocktails and nights out with friends, as well as with engaging copy that spoke to the Guinness way of life, from drinking responsibly to valuing the time you have together.