Guinness Made of More 2012-2019: Consistency x creativity

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.

Campaign details

Brand: GuinnessAdvertiser: DiageoEntrant: AMV BBDOPrincipal author(s): Lisa Stoney and Craig Mawdsley, AMV BBDOContributing author(s): Alison Falconer, Nanda Griffioen and Andrew Geoghegan, Diageo, and Andrew Deykin, Data2Decisions

Summary

Guinness has flourished under the ‘Made of more’ brand idea for eight years. This paper assesses its overall impact from 2012–2019, quantifying the value of the idea at £1 billion and highlighting increasing returns year on year. Extending its association with rugby, Guinness told the story of a mother’s legacy to her rugby fan sons, and of a pioneering Japanese women’s team....

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