Stephanie Frame, the advertising manager for Guinness, loves the
black stuff. Having worked for eight years in sales, brand management,
sponsorship and PR before settling in advertising, she has what she
calls ’a nice range of experience’.
Guinness has recently increased its presence in the bottled drinks
market, in a move to target the burgeoning bar and club industry.
Reasoning that loyal drinkers want their favourite tipple in a format
appropriate to their environment, Guinness has launched a campaign for
Guinness in a bottle, through HHCL & Partners.
The ad continues Guinness’s tradition of using ’real people’, but is
markedly different from Abbott Mead Vickers BBDO’s visual offering which
uses the strapline: ’Good things come to those who wait.’ By contrast,
the bottled Guinness proposition sees dancers grooving and shaking while
holding their drink, rather than waiting for it to settle.
’In the high-energy zones where we envisage it being drunk, people
aren’t willing to wait around,’ she says.
Such a positioning does nothing to address the loyal traditional
Guinness drinkers, who see waiting for the stout to settle as part of
the Guinness experience. So won’t they feel their trusted brand and
experience is being compromised? ’Guinness in a bottle is the same as
Guinness in the pub,’ Frame refutes. ’We’re just giving them another
format by which to enjoy their pints.’
Finding the stars of the new ad proved easy, as a few well-placed ads
brought hundreds of people from every walk of life to wriggle and dance
their way through the audition on to celluloid. ’We had everyone from
the boy next door, to grandpas, to professionals coming to have fun. It
got us huge media coverage,’ Frame says. The cameras rolled as the
exhibitionists jostled for their share of the spotlight. ’We wanted
people to be relaxed. After all, it’s what Guinness is about - having
fun and being yourself,’ she says.
The spot will run in the UK and Irish markets and Frame is clearly
pleased with HHCL’s work: ’The campaign has already stirred an awareness
and you feel you’re getting the best out of them.’
It will, however, take time for Guinness in a bottle to become as
established as its more traditional counterpart. To engender this, the
bottled campaign represents a determined push to introduce the brand
into a variety of different markets.
’Guinness as a brand is becoming increasingly consumer focused. We’re
interested in finding out what people want,’ Frame says.
She cities innovation as ’extremely important’ and points out that
’there will be a number of brand innovations to come’.
In true Guinness style, though, we’ll have to wait to see what they