New ad direction for Guinness

01 October, 2012

A new ad campaign for Guinness will position the famous stout brand as “made of more”.

The campaign includes a TV commercial featuring a free-thinking cloud and outdoor ads in which a woodpecker carves an upright version of the leaning tower of Pisa out of a tree trunk and a swarm of fireflies creates a chandelier hanging from a branch.

Nick Britton, senior brand manager at Diageo GB, said: “The new brand creative will resonate with people who are open-minded and alive to opportunity – and it will inspire them to never settle for the ordinary.

“Guinness has always been synonymous with iconic advertising and this new creative direction for the brand presents great territory to connect with consumers.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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