Success often means something different to everyone. It can mean buying your dream home, squeezing back into your favourite pair of skinny jeans or earning that promotion. But there’s one type of success that just about everyone can agree on – breaking a Guinness World Records title.

Making such a palpable connection to success is a powerful way for brands to tell their story, helping to win over new audiences while reinvigorating old ones. It’s for this reason that more and more brands are working with Guinness World Records to create commercial record attempts as part of their campaigns. There are five key ingredients to amplifying the success of a commercial record attempt, this report draws on 12 of the most successful Guinness World Record attempts made by brands which have truly resonated with audiences and made an impact.

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