Guinness Indonesia: Guinness Brings More to the Taste

BBDO Indonesia

Beer brand Guinness launched a food-pairing campaign to revamp its stale image and reverse declining sales in Indonesia's competitive beer market.

Campaign details

Brand: GuinnessBrand owner: DiageoLead agency: BBDO IndonesiaContributing agencies: iris Worldwide IndonesiaCountry: IndonesiaIndustries: Beer & ciderMedia channels: Events & experiential, Online video, Outdoor, out-of-home, Online video, Sales promotion, Word of mouth, influencersBudget: Up to 500k

Executive summary

Guinness sales were in decline in the highly competitive Indonesian beer market, where alcoholic drinks are under strict marketing regulations that limit their general visibility. It launched Guinness Brings More to the Taste to revamp its stale brand image of 'old man beer' and to arrest declining...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands