Guinness: Surge

Case details

Brand: Guinness

Brand owner: Budweiser (China) Sales Co., Ltd.

Main agency: R/GA Shanghai

Holding Group: IPG

Put on the market: Mainland China

Delivery time: July 29, 2020 to October 31, 2020

Industry: Beer

Media channels: social media, entertainment media, offline events

Budget: 8 million

Case summary

Guinness is an international beer brand with a pioneering spirit that consistently refuses to accept the status quo. Twenty years after entering the Chinese market, the brand began to lose its association with youth culture. As a brand with the spirit of...

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