Guinness is black, white ... and read

16 November, 2007

Guinness brand owner Diageo is hoping its new ad campaign

will

create a domino effect

for the stout's sales.

The ad, which aired for the first time on ITV last week, carries on the brand's Good Things Come To Those Who Wait

tagline and shows an Argentinian village transfixed by an epic domino-toppling event, which ends in a giant pint of Guinness made up of toppling books.

Sixty, 90 and 30-second versions

will run on TV, in cinemas and online.

The re are also online competitions - a first for Guinness - and print ads.

Overall Diageo is spending ú10ámillion on the campaign, which runs until April, including POS materials for supermarkets, convenience stores and cash and carries. Marketing manager Paul Cornell said: "It is the most expensive ad we've made and the most complex. "




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COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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