Epic £5m ad campaign for Guinness
Guinness will feature in an epic new £5m advertising campaign which breaks all ties with its long-standing 'Good Things Come to Those Who Wait' slogan.
The 'World' advert sees a group of guys come together to bring a world to life in a creative parallel to the well-known 'surge and settle' motion of a pint of Guinness. The adverts starts with the alchemist in a dark barren land that he is about to bring to life. Throughout the advert a group of men re-shape the world by pulling up forests and forming oceans, culminating in a falling waterfall that settles into the perfect pint of Guinness.
The advert marks the official launch of its 'Bring it to Life' marketing campaign and new slogan, which was first introduced last year.
"To mark the start of the 'Bring it to Life' era, we wanted to create a truly amazing campaign which will graphically illustrate the life, energy and passion of the brand, its drinkers and of course a great tasting pint of Guinness," said marketing manager Paul Cornell.
The previous 'Good Things Come to Those Who Wait' message is no longer suitable for today's drinkers and the manner in which they go to the pub, explained Cornell. The new campaign aims to raise awareness of the brand as a drink that can be enjoyed during a number of occasions, from low to high tempo, focusing on the surge and the life and energy in a pint of Guinness.
"We believe this new direction for Guinness will further invigorate the brand and drive greater consumer interest and even more purchase occasions, which will in turn drive sales for licensees," he explained.
'World' will run as 90, 60 and 20 second adverts on television and cinema, with additional online and print support. POS kits will be distributed to 6,500 outlets, including window stickers, drip mats and rate of sale posters. The campaign will also be supported by rugby POS.
