Guinness: Changing The Course of a Superbrand

Guinness, the stout brand owned by Diageo, was seeing its volume and share decline in its home market of the Irish Republic due to changes in consumer attitudes to drinking.

Guinness: Changing The Course of a Superbrand

Irish International BBDO

COMPANY PROFILE

INTRODUCTION AND BACKGROUND

It is a once in a lifetime opportunity to work on a world superbrand like Guinness. In Ireland Guinness has a unique place in the hearts and minds of us all. But back in 2006 we were drinking less and less of it as the core of regular drinkers aged, drinking habits changed, pub culture dwindled and younger, more strident drink brands snapped at its heels.

This is the story of how we have turned the course of Guinness so that it can weather the...

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