Murphy's - not stout but black beer

Campaign in 1998-9 by BBH for Murphy's stout (Whitbread). Objective: position differently from Guinness, in a market in long-term decline.
Agency: Bartle Bogle HegartyAuthor: Matthew Palmer

'Not Stout, but Black Beer'

THE STORY

This is the story of how, in the face of a long term category decline, Murphy's had to look beyond the narrow world of stout. It is also the story of how Planning drew...