Campaign details

Brand: Guinness
Brand owner: Diageo
Lead agency: BBDO Indonesia
Contributing agencies: iris Worldwide Indonesia
Country: Indonesia
Industries: Beer & cider
Media channels: Events & experiential, Online video, Outdoor, out-of-home, Online video, Sales promotion, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Guinness sales were in decline in the highly competitive Indonesian beer market, where alcoholic drinks are under strict marketing regulations that limit their general visibility. It launched Guinness Brings More to the Taste to revamp its stale brand image of 'old man beer' and to arrest declining sales in a very competitive market.

Guinness shifted its attention from 'beer-as-central' to 'beer-as-accompaniment'. BBDO researched global trends and local opportunities to establish the direction for this marketing campaign and came up with the food-pairing concept. Stout beer can complement the rich Indonesian cuisine, and with the rise of foodies in Indonesia, Guinness found a perfect opportunity.