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...