Agency: Ogilvy & Mather | Author: Martin Hayward |
Draught Guinness in Cans: Hard to Believe but Easy to Swallow
INTRODUCTION
The development of Draught Guinness in cans, indistinguishable from Draught Guinness in pubs, was a major technological achievement for Guinness. To the consumer however, the product concept was potentially quite unbelievable. How could you get a draught product in a can, and even if you could, it certainly wouldn't taste the same.
This paper details how advertising was developed that overcame the challenge of this consumer "credibility gap" to help Draught Guinness in cans to become a 40+...