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
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.