Guinness launches new marketing strategy

The drinks company has moved away from its Good Things Come to Those Who Wait theme with its latest ad campaign.

Guinness has moved away from its Good Things Come to Those Who Wait theme with its latest ad campaign.

The brand’s new Bring it to Life marketing campaign kicks off with an ad called World, which sees a group of guys come together to bring a world to life in a "creative parallel to the surge and settle motion of a poured pint of Guinness".

Diageo said the £5 million campaign will drive awareness of the brand “as a drink that can be enjoyed during numerous occasions at home, from low to high tempo, focusing on the life and energy in a can of Guinness”.

The creative will be featured on POS items including pallet wraps and pre-filled merchandised units until December.

Richard Barlow, marketing manager for packaged Guinness, said: “We believe this new direction for Guinness will further invigorate the brand and drive greater consumer interest and even more purchase occasions which will in turn drive sales for retailers.”