Guinness has handed HHCL & Partners the task of launching its new
Guinness Draught in a Bottle brand across the UK and Ireland.
Guinness is hoping that the product will improve its market share in
bars and clubs, where bottled beers are popular.
Guinness Draught in a Bottle launches next month and a newly invented
bottle widget, which pumps bubbles into the liquid every time the bottle
is tipped, will enable consumers to swig draught Guinness straight from
HHCL, which handles the Guinness account in Ireland, is understood to
have pitched against Abbott Mead Vickers BBDO, which creates the UK
advertising, and the Irish shop, Index.
News of the search broke in May (Campaign, 21 May) but the company has
taken until now to come to a decision. One of the considerations
understood to have held up the process was whether to use a single
agency to develop a campaign for both the UK and Ireland, or use
separate agencies and campaigns in each country.
This year, Guinness has launched the ’surfers’ spot for its flagship
brand and a TV campaign for Guinness Extra Cold, both through AMV.