Diageo: Guinness - It's Alive Inside

Guinness had mounting competition from lagers and ciders, and needed to retain existing customers as well as create new ones.

Diageo: Guinness - It's Alive Inside

RMG Target


Category: Product Manufacturing and DistributionCountry where program ran: IrelandDate program started/ended: February 2007 - February 2008

Product Description: Guinness Draught and Guinness Draught in cans

Advertiser/Client Name: Diageo IrelandMedia Channels: DirectMailPrint


Marketplace Challenge:

In 2007, Guinness continued to experience a downturn in sales due to changing trends in the Irish Alcohol market and significantly increased pressure from competing lagers and ciders. Many of these brands now match Guinness' strong associations with in-pub (on trade) events such as sports and...

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