Ogilvy and Mather has landed the task of relaunching the Guinness
alcohol-free lager, Kaliber, only weeks after Euro RSCG Wnek Gosper
resigned the brand.
Guinness has been working on a new formula for Kaliber over the past few
months. The brewer is expected to introduce the new product to consumers
early next year, backed by a heavyweight television campaign. The total
media spend could be as much as pounds 5 million.
Julian Spooner, the marketing director of Guinness Brewing GB, said: ‘We
wanted to act quickly after the departure of Euro RSCG. Kaliber is a
very important part of our portfolio and a market leader, so it was
right to find a replacement sooner rather than later.
‘O&M has always produced high-quality work for us so we felt that it was
appropriate to give O&M the Kaliber work.’
Tom Bury, O&M’s managing director, added: ‘We are very pleased to have
the brand. It’s a huge vote of confidence in our recent work for Draught
O&M now handles three Guinness brands - Kaliber, Draught Guinness and
Guinness Bitter. Meanwhile, Guinness’s second roster agency, Publicis,
handles Enigma, Harp and the Irish beer, Kilkenny.
Kaliber is best known for its long-running TV and print campaigns
starring the comedian, Billy Connolly.
In 1994, the lager hit the headlines when Euro RSCG unveiled a cheeky
parody of TBWA’s ‘hello boys’ Wonderbra campaign with a poster showing
Connolly holding two cans of lager at chest height and the copyline,
Euro RSCG severed its relationship with Guinness last month (Campaign,
10 May), following the brewer’s controversial decision to hand over the
agency’s pounds 5 million Kilkenny business to Publicis just weeks
before the launch of the beer.