Guinness reaches Tipping Point
Diageo is today unveiing 'Tipping Point', a new £10m advertising campaign for Guinness.
Carrying on the 'good things come to those who wait' message that has been such a success for the stout brand, the advert will be seen on TV and will be heavily supported in outlet and online.
More than 10,000 pubs will be receiving point-of-sale kits, which will show stills from the advert as well as directing people towards the dedicated campaign website.
Paul Cornell, Guinness marketing manager, said he was keen to keep up the standards of Guinness advertising because the brand had a responsibility to lead the way for the beer category.
"We are not just convincing people to go the pub and drink Guinness - we are convincing them to go to the pub and drink beer," he said. "We are up against all forms of entertainment activity. Therefore we need to make big, bold statements."
Cornell described 'Tipping Point' as "the most expensive and labour-ntensive advert we have ever done". In production for exactly a year, it was shot over seven days in Argentina, 3,000 metres up in the Andes.
It shows members of a remote village indulging in a large impromptu display of dominoes, using cars, mattresses, books and even flaming bales of hay - all leading to the big thing they have been waiting for - a giant pint of Guinness.
Diageo has been running a pre-launch campaign using a dedicated website, aimed at getting the "blogger" community to start spreading the word about the new campaign. As a result at least 40 different groups have appeared on social networking website Facebook discussing the advert.
