Diageo: Guinness Hero Harps

Guinness, an alcoholic drinks brand produced by Diageo, encouraged people to pick its brand at the bar across the UK, Ireland and Australia by launching a glowing golden harp at the point of sale.

Executive summary

The battle for consumers’ minds is right at the point of purchase. Guinness Draught’s current countermount fount (the entire on-bar tap unit) had become overshadowed by recent competitor launches that were taller and more brightly lit....