Guinness: Made of More, 2012 - 2018

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

Campaign details

Brand: Guinness Advertiser: Diageo Agency: AMV BBDO

Summary

Guinness has a high bar for creativity and effectiveness, but by 2015 the challenge heightened: distribution was tight, the economy continued to stagnate and competition was tougher. Guinness doubled down on its 'Made of more' positioning with every

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