Warc index
 

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.

This Gold ECHO award winner was created by The Chapman Agency for Guinness Import Company. While Guinness was extremely successful at driving high volume consumption of its tap product in bars and res ...

The Kaliber 'Hello Girls' poster campaign. Describes the launch and development of the no alcohol lager market during the 1980s: in 1987-9 Kaliber's share began to fall, under attack from low alcohol ...

This 1996 DMA ECHO entry was created by Brann for Guinness GB Brewing in the UK. Guinness wanted to generate awareness of its relatively new Guinness Draught Bitter (GDB) by using a highly targeted di ...

This 1996 DMA ECHO entry was created by Brann for Guinness GB Brewing. Canned Draught Guinness is the market leader in the UK take home trade, stout sector. The period before Christmas is a key tradin ...

This 1996 DMA ECHO entry was created by Brann LTD for Guinness, both located in England. Direct mail was used to promote Guinness Original Stout beer to occasional and loyal Guinness Original consumer ...

This 1996 DMA ECHO entry was created by Brann Ltd for Guinness, both located in England. Guinness was due to launch the first ever canned premium lager (called Enigma) containing a lager specific 'wid ...

The Kaliber brand of no-alcohol lager was successfully launched in 1985. This paper charts its progress through two fundamental strategic shifts, the first in 1989 to counter competitive threat, the s ...

Describes the launch, rise, fall and resurrection of Kaliber, an alcohol-free lager from Guinness. Launched in 1985 in Anglia region with TV bursts: tracking (Mass Observation) showed rapid results on ...

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' ...