Shooting her latest ad in Hawaii has given Guinness’s marketing
manager, Anita Andrews, itchy feet. She says her next ambition is to
market Guinness outside the UK, preferably somewhere sunny.
Energetic, down-to-earth and Irish, Andrews seems to be the perfect
candidate for the job of making the brand more accessible. Her aim in
life - to ’work hard, but make sure I enjoy myself too’ - means that she
can identify with the younger, broader audience that Guinness is trying
The latest commercial, ’surfer’, is the second to come through Abbott
Mead Vickers BBDO, which replaced Ogilvy & Mather as the Guinness agency
last year. O&M had held the account for 12 years and had produced some
hugely successful work. But its 1996 ’black and white’ commercials,
while admired, were widely felt to have lost sight of the product.
’Those ads were very stylised - they put Guinness on a pedestal,’
Andrews says. ’People admired them, but they didn’t feel involved. The
new campaign is more product-focused. It’s about bringing the brand
closer to people.’
’Surfer’ follows AMV’s ’swim black’ spot, which broke last May and
introduced a new strapline: ’Good things come to those who wait.’ The
new commercial features a group of surfers waiting for the ultimate
wave. Like ’swim black’, it draws a parallel with the anticipation of
waiting for a pint of Guinness to settle.
The ad was shot in Hawaii and used real surfers living on the island
rather than actors, with world champion longboarder Rusty K.
successfully catching the huge wave. The film was directed by Jonathan
Glazer, who also shot ’swim black’, and is one of the most expensive in
Guinness’s history. Four more ads are planned with the same idea - that
Guinness is the ultimate experience in beer and is worth waiting
Andrews took the traditional route into marketing, joining Britvic’s
sales and marketing training scheme after studying business studies at
Manchester Polytechnic. She did her time on the field sales trail before
becoming assistant brand manager for Pepsi, then moving on to become
brand manager of Tango, working on the launch of Blackcurrant Tango and
Andrews moved to Guinness as senior brand manager on take-home products
before being promoted to marketing manager last November.
She is working on the brand at a very good time - Guinness claims its
sales are up 4 per cent in a market that, according to Nielsen, has
declined 6 per cent in the past year.
Andrews’ next challenge is still undecided: ’I’ve only been in this job
for a few months and I’m happy here for now. But I’d like to see the
world and Guinness is a good company for that. I’m open to suggestions.’