A Collector’s Guide to the Guinness Advertising Badges 2002, 2003 and 2006 Limited Editions
For collectors of Guinness memorabilia, vintage advertising, or enamel badges, the early‑2000s Guinness limited‑edition advertising badges are among the most charming and beautifully produced items of the era. Created under licence by Millennium Collectables, these badges revive some of the most iconic Guinness advertising characters ever illustrated — from John Gilroy’s famous toucans to the humorous “Guinness for Strength” scenes that defined mid‑century marketing.
Each badge was released in a strictly limited edition, individually numbered, boxed, and supplied with a Certificate of authenticity card. Today, they remain highly sought after thanks to their craftsmanship, low edition sizes, and the nostalgia they evoke for Guinness’s golden age of advertising.
Below is a complete guide to the two main badge series — the eight‑badge 2002 set and the three‑badge 2003 set — making this a perfect reference for collectors completing their run.
The Revival of Classic Guinness Advertising
Guinness advertising has always been more than marketing — it’s a cultural landmark. From the 1930s to the 1960s, artists such as John Gilroy, Tom Eckersley, Dick Wilkinson, and Lander created some of the most recognisable advertising images in the world. Their work blended humour, bold colour, and unforgettable slogans including:
- “Guinness for Strength”
- “Lovely Day for a Guinness”
- “Opening Time is Guinness Time”
- “Mine’s a Guinness”
In the early 2000s, these designs were revived as a series of enamel badges, each celebrating a different moment in Guinness advertising history. The result was two beautifully curated sets: an eight‑badge series released in 2002, and a three‑badge series released in 2003.
The 2002 Guinness Advertising Badge Set (8 Badges)
A complete and corrected list for collectors
These eight badges form the core of the Millennium Collectables Guinness revival series. Each one is individually numbered out of 2500 and comes boxed with a Certificate of authenticity card.
1. Suit of Armour (1956–57)
“Opening Time is Guinness Time”
Artist: Lander
2. Bottle Opening Toucan (1953)
“Opening Time is Guinness Time”
Artist: John Gilroy
3. Santa Carrying Christmas Tree (1934)
“Guinness for Strength”
Artist: John Gilroy
4. Horse & Cart (1949)
“Guinness for Strength”
Artist: John Gilroy
5. Red Indian with Canoe (1961)
“Guinness – Him Strong”
Artist: Dick Wilkinson (Wilk)
6. Big Chief (1950s)
“Guinness – Him Strong”
Artist: Dick Wilkinson (Wilk)
7. Topiary Sealion (1956)
“Lovely Day for a Guinness”
Artist: Tom Eckersley
8. Toucan on Weather Vane (1955)
“Lovely Day for a Guinness”
Artist: John Gilroy
A 2002 Guinness Advertising Badge Set
The 2003 Guinness Advertising Badge Set (3 Badges)
Smaller editions — even more collectable
These three badges were released separately from the 2002 set and feature lower edition numbers (typically 1500), making them especially desirable.
1. Christmas Toucan (1956)
Slogans included:
“Guinness is Good for Yule”
“It’s Guinness Stocking Time”
“Christmas Greetings from Guinness”
2. Miner Toucan (1959)
“Mine’s a Guinness”
Influenced by Dab Bull, credited to John Gilroy
3. Seaside Toucan (1950s)
“Lovely Day for a Guinness”
A cheerful coastal‑themed design featuring the classic toucan motif
The 2006 Guinness Character Badge Set (4 Badges)
Smaller releases — quirky and highly collectable
The 2006 badges were issued separately from the earlier advertising sets and produced in lower numbers, making them especially appealing to collectors who enjoy the character‑driven side of Guinness memorabilia.
1. Zookeeper & Elephant (1950s Advertising)
A classic “My Goodness My Guinness” scene featuring the keeper perched on an elephant — one of the most recognisable comic motifs from the Gilroy era.
2. Zookeeper & Lion (1950s Advertising)
Another favourite from the same series, showing the keeper fleeing from a lion. Bright, humorous, and instantly identifiable as mid‑century Guinness artwork.
3. Encore Harpist (1950s)
A stylish performer beside a Guinness bottle, echoing the elegant “Encore” advertising pieces used throughout the 1950s.
4. Penguin in Chair Reading Newspaper (Guinness Time)
A charming character design featuring a penguin relaxing in an armchair with a newspaper — a playful twist on the “Guinness Time” theme.
Why Collectors Love These Badges
- Low edition numbers — with runs of 1500–2500, these badges were never mass‑produced.
- Individually numbered — each badge carries its own edition number.
- Based on real Guinness advertising art — every badge links to a specific advert, slogan, and artist.
- Beautifully made — gold‑tone metal, crisp enamel, and strong detail.
- Boxed with COA — the Original box + Certificate of authenticity card adds provenance.
- Appeals to collectors and nostalgia lovers across generations.
Final Thoughts
The Guinness advertising badge series is one of the most charming and historically rich collectable runs of the early 2000s. Whether you’re completing the full 2002 eight‑badge set, hunting down the rarer 2003 trio, or simply appreciating the artistry of Guinness’s advertising heritage, these badges offer a perfect blend of nostalgia, craftsmanship, and collectability.
