Murphy's Irish Stout: Whether You Like Guinness or Not

1989 test campaign for Murphy's Irish Stout, after Whitbread took on the licence in 1988. The brand's problem: in the shadow of Guinness, and seen as a cheap look-alike.
Agency: Bartle Bogle HegartyAuthor: Nicholas John Kendall

Murphy's Irish Stout: Whether You Like Guinness or Not

INTRODUCTION

In July 1989 Whitbread advertised Murphy's Irish Stout to the consumer for the first time.

Although Murphy's had been available in some 2000 outlets in the UK for a number of years, it had never received any above-the-line support.

As a result, and despite the fact that, as a product, Murphy's has many virtues, its image tended to suffer next to its more famous and strongly supported identical looking cousin – Guinness.

Murphy's was seen by consumers...

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