Cannes Lions

GUINNESS FOREIGN EXTRA STOUT

DESIGN BRIDGE, London / DIAGEO / 2014

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Overview

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Credits

Overview

Description

Engage a new generation of Guinness drinkers whilst retaining those who know and love the brand. Consider how to take on the competition; especially international brands increasingly gaining share in market. Protect the premium price position. Drive greater standout in outlets that are typically very dark; historically the iconic Guinness black has had a hard time punching through. Reassure product safety and quality; especially in markets where tampering with or counterfeiting drinks is common.

Execution

The team travelled to Africa to explore the culture and challenges facing the brand. The extensive Guinness archive of stories, manuscripts and labels also served as an injection of authentic inspiration.

This immersion was captured in an FES positioning, which served as the anchor for a number of ‘evolutionary’ and ‘revolutionary’ routes. The most revolutionary design earned the strongest research results seen in over ten years, signaling a strong desire from consumers to see Guinness be bold and iconic again.

With resounding success driving it forward, the new identity sped its way through the business and launched in October 2013.

Outcome

Recently launched - results pending.

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