Diageo plc: Not Everything In Black And White Makes Sense campaign

Rebecca Stanfel

In 1996, Guinness faced two problems in the UK - increasing competition from new stout beers and the fact that younger drinkers considered the brand to be their parents' beer of choice than their own.

Diageo plc: Not Everything In Black And White Makes Sense campaign

Rebecca Stanfel

OVERVIEW

NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, Guinness was acquired by Diageo. The essay continues to refer to Guinness, as that was the name of the organization when the campaign was launched.

In 1996 Guinness initiated a new advertising campaign for its famous stout beer. With a history dating back to 18th-century Ireland, the brand had a venerable image. Not only was the black-colored beer the best-selling stout in the United Kingdom...

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