Campaign details
Brand: GuinnessBrand owner: DiageoLead agency: BBDO IndonesiaContributing agencies: iris Worldwide IndonesiaCountry: IndonesiaIndustries: Beer & ciderMedia channels: Events & experiential, Online video, Outdoor, out-of-home, Online video, Sales promotion, Word of mouth, influencersBudget: Up to 500k
Executive summary
Guinness sales were in decline in the highly competitive Indonesian beer market, where alcoholic drinks are under strict marketing regulations that limit their general visibility. It launched Guinness Brings More to the Taste to revamp its stale brand image of 'old man beer' and to arrest declining...