Diageo plc: Not Everything In Black And White Makes Sense campaign

In 1996, Guinness faced two problems in the UK - increasing competition from new stout beers and the fact that younger drinkers considered the brand to be their parents' beer of choice than their own.

Diageo plc: Not Everything In Black And White Makes Sense campaign

Rebecca Stanfel

OVERVIEW

NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, Guinness was acquired by Diageo. The essay continues to refer...