Guinness: Beer Gao

This case study describes how Guinness, the beer brand, created and promoted a new group ritual among regular drinkers to grow sales in Singapore.

Guinness: Beer Gao

Campaign details

Brand owner: Diageo / Asia Pacific Breweries SingaporeLead agency: BBDO SingaporeBrand: GuinnessCountry: SingaporeIndustry Beer & ciderMedia: Content marketing, Internet - display, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store, Product placement, Product sampling, Sales promotion, TelevisionBudget: 500k - 1 million

This is the story of how Guinness – a brand that had been on continuous share decline for 40 of the last 43 years in Singapore, successfully turned its fortunes around.

A brand reputed for its distinctive bold taste and drunk mainly by older blue-collar...

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