G - H: Guinness

 

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. ...

Stout brand, Guinness, has traditionally been the major sponsor of regional festivals and events throughout Ireland, but over time the sponsorships had become fragmented. A new unified strategy was de ...

This Gold Award winning entry to the New York American Marketing Association EFFIE Awards details how Guinness grew volumes by 6% in a declining market. As beer consumption shifts away from tradition ...

Light beer has grown in popularity since the ‘70s and now accounts for 47% of domestic volume. Guinness with its dark appearance and strong taste has always been perceived as a ‘heavy’ beer but this ...

Describes how a semiotic analysis tool, the Competitor Advertising Decoding Kit, was used by Guinness to gain a new depth of insight into competitor marketing. The system, supplied by Added Value, gui ...

Campaign in 1999 (?) by AMV.BBDO for Guinness: the `Swimblack' and `Surfer' TV campaigns. Objective to change the way people think about the brand.

Advertising which rapidly overcome consumers' disbelief that draught Guinness in cans could be genuine Guinness. The paper describes the development of the concept: a simulated test market demonstrate ...

Irrespective of the size of its billing, Guinness, in the advertising world is a name to be conjured with. So that to win the account offers not only handsome rewards but also constitutes a succes d' ...