Description

A vintage enamel badge featuring the iconic “Guinness for Strength” artwork, showing a man lifting a cart with a lion perched on top. This design comes from one of Guinness’s most famous mid‑20th‑century advertising campaigns, celebrated for its humour, bold colours, and instantly recognisable imagery. The yellow background makes the illustration pop, and the lettering is crisp and clear — a lovely example of classic Guinness promotional art in miniature form.
Condition is very good: strong colour, clean enamel, and only light age‑related handling marks. No cracks, chips, or significant wear. A tidy, display‑ready piece for Guinness collectors.

Guinness – The Legendary Advertising Era of the 1930s–1950s

The “Guinness for Strength” slogan was introduced in the 1930s as part of a hugely successful advertising campaign created by S.H. Benson and illustrated by John Gilroy. These adverts used humorous, exaggerated scenes — men lifting impossible weights, workers performing superhuman feats — to promote Guinness as a restorative, energising stout. The lion‑and‑cart image became one of the campaign’s most recognisable visuals and remains a favourite among collectors of brewery memorabilia. Enamel badges like this one celebrate that golden era of Guinness advertising, when bold artwork and playful storytelling defined the brand’s identity