AMV and HHCL vie for bottled Guinness relaunch

Bottled Guinness is planning a comeback in an attempt to win over the young drinkers of trendy foreign lagers, and the brewer is asking two of its roster agencies to detail how they would launch it.

Bottled Guinness is planning a comeback in an attempt to win over

the young drinkers of trendy foreign lagers, and the brewer is asking

two of its roster agencies to detail how they would launch it.



Abbott Mead Vickers BBDO, which won the Guinness UK account last year,

and HHCL & Partners, which has handled the brand in Ireland since 1996,

are working on strategic proposals.



The recommendations from both shops will help Guinness bosses decide

whether a single campaign should be used to launch the product in the UK

and Ireland or if separate campaigns are necessary.



’It won’t be a creative pitch,’ an industry source said. ’It could be

that both agencies will get something out of it.’



Guinness was this week remaining tight-lipped about its plans. ’It’s not

our policy to comment on possible product launches or agency pitches,’

an executive said.



Budgets to support the launch - which is scheduled for the autumn - have

yet to be determined. Guinness is expected to firm up its plans within

the next two months.



The brewer’s initiative is understood to be a response to the impact of

bottled lagers from mainland Europe which have helped lager sales

overtake those of traditional ale and stouts for the first time in five

years.



The renewed interest of Guinness in bottled products is in sharp

contrast to the end of the 80s when the days of bottled beer were

thought to be numbered.