Diageo PLC: Guinness Is Good For You campaign (1929-1937)

Rebecca Stanfel

On February 7, 1929, an ad for Guinness stout appeared in several national English newspapers. To prevent anyone from missing the import of the occasion, it proclaimed its own significance.

Diageo PLC: Guinness Is Good For You campaign

Rebecca Stanfel

Overview

On February 7, 1929, an ad for Guinness stout appeared in several national English newspapers. To prevent anyone from missing the import of the occasion, it proclaimed its own significance. "This is the first advertisement ever issued," bellowed the headline in all capital letters, "in a national paper to advertise Guinness." The introduction was followed by a brief history of Guinness ("…by concentrating on doing one thing well, [Guinness] has produced a beverage which stands alone…"), and a list of the product's virtues ("its great purity…its health-giving value…its nourishing...

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