Guinness
The Brief
Create a campaign that brands Guinness as the gentleman's preferred drink, it is a drink that is loosely associated with hooligans and hard drinkers, it often reminds us of our grandfathers favourite pub drink, Guinness used to be positioned as an old unfashionable mature drinkers drink, but is moving forward to target a more fashionable and younger market.
The Concept
The idea behind my campaign began with the idea of a Guinness drink being black with a white foam at the top, similar to that of a black suit with a white collar. I wanted to merge the iconography of a black and white tuxedo and a pint of Guinness to get the message across of our desired audience, sophisticated and stylish, to move away from the stereotype that it holds. I wanted the campaign to have a strong presence in men's magazines such as men's health and magazines with a sophisticated undertone. In order to achieve maximum awareness of the campaign I wanted to place the posters in places with a high footfall of people, busy high-streets, shopping centres, bars and pubs.
The Copy Line
Guinness, the gentleman's preferred drink
The Campaign
Two different prints, one being the full glass and the other a close-up version of the suit.
I added the line 'gentlemen don't always prefer blondes' as a spin on the 'gentlemen prefer blondes' quote, referring to blonde ales that are currently popular in the beer market. I wanted to take the line further with my TV ad. Playing on the idea that Guinness is a dark drink in comparison to blonde ales, I linked this to a blonde and a brunette woman to reinforce the tag line of the campaign.
The idea of the black and white suit is to symbolise a black pint of Guinness with the white foam at the top. Tall Dark And Handsome is used as relation to the iconography of a tall black pint of Guinness.
Gentlemen Don't Always Prefer Blondes.. in reference to blonde ales, Guinness is a much darker drink.
