The long-awaited, much anticipated new Draught GUINNESS advertising campaign is to be shown for the first time on Saturday May 16, at 1355hrs in London and the north-west, and throughout the day after that in all other regions.
Produced by recently-appointed Guinness agency Abbott Mead Vickers, only the fifth agency ever to hold the Guinness account, the new campaign uses the endline 'Good Things Come To Those Who Wait'. The 'good thing' in the endline is, of course, the Perfect Pint of Draught Guinness, and the wait is the 119.5 seconds that it takes to pour and serve a Perfect Pint.
The new campaign will be launched with a television execution entitled 'Swimblack', which dramatises the time taken to pour the Perfect Pint by showing the hero of an Italian village - a famous swimmer in his day - racing against the slow settle of a pint of Guinness, cheered on by the villagers. Of course, he beats the pint, to the delight of the packed streets and balconies, signalling the start of a huge party.
Andy Fennell, Marketing Controller for Guinness Great Britain, believes the new work moves on from the Black and White campaign which ran for two years, and is a return to a focus on the product itself .
"We have run some really successful ads in the past focusing on why Guinness drinkers are different, this new work focuses on why Guinness the Perfect Pint is different.
"Central to the development of the new campaign is the issue of time - the time that it takes to serve and anticipate a Perfect Pint of Guinness. This is, of course, not only unique to Guinness but is also a truth recognised by all beer drinkers."
The time aspect works on another level as well, reflecting, as it does the Perfect Pint training programme. This has been ongoing for some years and was instituted by Guinness to ensure that wherever a pint of Guinness is served, it is served using the two-part pour, with a tight creamy head of between 10 and 15mm in depth, at a temperature of between 4-7 degrees. The use of time, and the idea of expecting a wait, encourages drinkers to recognise that the barperson is not being slow in serving the pint - just paying due attention to perfection.
The first television commercial will be followed later in the year by print and outdoor work, which is in development at the present time. Further TV and cinema executions will also follow in due course.
The new ad will be heralded by a Free Guinness Demonstration in Central London, May 15, where members of the public will be invited to come to a well-publicised venue to pour their own Perfect Pint and enjoy the Guinness experience, which will be characterised by 119.5 second entertainments, Guinness soundbites, visual representations of the Perfect Pint, and the heady atmosphere of fun.
Notes to Editors
- 1 million pints of Draught Guinness are enjoyed every day in Great Britain
- Guinness is brewed in 51 countries and sold in 150
- Guinness is the most widely distributed draught beer brand in Great Britain
- Draught Guinness in cans was launched in 1989, using the Guinness-pioneered ICS (In-Can System, or widget)
- Since its launch, 450 million cans of Draught Guinness have been sold worldwide
- A pint of Draught Guinness has less calories than a pint of orange juice
- Draught Guinness Extra Cold - served at 4 degrees maximum - is being rolled out to 3,000 pubs, clubs and bars nationwide during 1998 - giving consumers the chance to choose how they drink it
- Draught Guinness - as well as being Ireland's favourite drink - is the number one stout in Great Britain with a market share of 83.7%
HISTORY OF GUINNESS ADVERTISING
- In 65 years of Guinness advertising, the famous black beer has been handled by only five agencies - SH Benson, J Walter Thompson, Allen Brady and Marsh, Ogilvy & Mather and currently Abbott Mead Vickers
- Guinness first started advertising in 1928, using the simple slogan 'Guinness is good for you'
- The slogan came from research into why consumers drank Guinness - the overwhelming reply was 'Because it's good for you'
- 'Guinness is good for you' remained the dominant theme of Guinness advertising for the next 40 years with famous artists and writers like John Gilroy, Rex Whistler, Hoffnung, Bateman and Dorothy L Sayers contributing words and pictures
- The appearance of commercial TV in 1955 demanded a more sophisticated approach to advertising, which started with an animated version of the Gilroy commercials
- Draught Guinness was launched in 1960 - Gilroy-inspired ads were coming to an end and the new 'photographic style' was emerging
- By 1969, Guinness advertising was a series of strikingly simple radio and TV commercials, including the talking toucan reinforcing the product's uniqueness
- After the Toucan advertisements, Allen Brady and Marsh produced the 'Guinnless' campaign which first appeared in 1983
- Within three months the Guinnless campaign had achieved 87% awareness amongst all adults
- As the 'Guinnless' campaign successfully challenged drinkers to reassess Draught Guinness, the Ogilvy & Mather 'Genius' campaign , in 1986, was launched to build on this foundation
- Firstly, the 'Genius' qualities of the product - wholesome, natural beer - conveyed via, fire, earth, sun and moon commercials
- Second, the 'Genius' qualities of the drinker, thereby making Guinness more attractive to drinkers
- The Man With The Guinness campaign was introduced in May 1987 and grew out the Genius theme, developing the brand image further. The campaign, featuring Rutger Hauer, embodied all the dark and mysterious qualities that are synonymous with the brand
- The Man With The Guinness campaign lasted seven years and contained 21 different executions
- The campaign succeeded in reducing the age of the core Guinness drinker from 35-45 years to 25-35 years old, gave Guinness a market share of over 80% and saw sales reach 1 million pints a day
- The final Man With The Guinness ad was 'Chain', featuring the music of Louis Armstrong, and was shown at the end of 1994
- In November 1994, Guinness launched 'Anticipation' - an advertisement made in Ireland for the Irish market, which had become a cult and which researched extremely well in Great Britain
- 'Anticipation' was a huge success during 1995, while the new 'Black and White' advertising campaign was being prepared
- March 1996 saw the launch of the new Draught Guinness advertising campaign 'Black and White' with the strapline 'Not Everything in Black and White Makes Sense'
- The first two commercials, 'Old Man' and 'Bicycle', rapidly achieved the company's highest ever advertising awareness - higher even than the 'Guinnless' campaign
- Black and White went on to include two more television commercials, posters, print ads, one of the most sophisticated computer screensavers of the decade and a wealth of innovative, eye-catching and successful BTL promotions and POS material
- May 16 1998 sees the launch of the new Draught Guinness advertising campaign, with the strapline 'Good Things Come To Those Who Wait'
HISTORY OF GUINNESS BREWING
Guinness was founded in Dublin in 1759. It was first brewed by Arthur Guinness in a disused brewery which had been leased for 9,000 years at the rate of £45 per annum. Arthur started by brewing Dublin ale, but soon diversified into 'porter' - so-called because of its popularity with market porters in London. This was a fairly new beer, characterised by its dark colour acquired through the roasted barley used in its brewing process.
Within 10 years, Guinness Extra Strong Porter was being exported to England. It became known as Guinness Stout as a strong porter was known as a stout porter. By the nineteenth century, Guinness focused its brewing activities on stout alone.
Expansion into foreign markets was spearheaded under the guidance of Arthur's three sons who succeeded him in the family business. Arthur Guinness II insisted that only materials of the highest calibre could be used to produce the stronger, longer-lasting beer for which Guinness became famous.
His stringency paid dividends, winning a popular response from stout drinkers ensuring that by 1883, the Guinness St James's Gate brewery was the largest in Ireland, accommodating ever growing production capacity to meet demand. In 1823, Guinness produced 30,000 barrels of stout, which had increased to 1 million barrels by 1882. In between times, the O'Neill harp and Arthur Guinness' signature was introduced as a trademark label in 1862.
By the close of the century, the Guinness brewery was the largest in the world, and the company, Arthur Guinness and Sons, was floated on the London Stock Exchange. The Guinness brand was pushed into markets as far afield as America, Australia, the Far East and Africa, in addition to its strong showing on the continent.
Product development was a crucial force in the strengthening of the Guinness brand. At the start of the twentieth century, Guinness opened analytical and research laboratories in Dublin - the forerunners of the Guinness Research Centre. Guinness was widely recognised as a brewery committed to research which employed science graduates as brewers.
From the end of the 1920s onwards, Guinness moved into advertising, with the placing of adverts in the press and the roll-out of a poster campaign. In accordance with an increase in demand for the Guinness product, a new brewery was established at Park Royal, London in 1936, which became Arthur Guinness Sons & Co (Park Royal) in 1952. Five years earlier, Guinness Exports Limited (GEL) had been formed to oversee the company's extensive export trade and in 1963, Guinness Overseas Limited was established to mastermind the opening of Guinness breweries abroad in Nigeria, Malaysia, Cameroon and Ghana.
Following the formation of the HARP Lager Company and the introduction of HARP lager in Ireland and Britain, the Guinness-Harp Corporation was established in the USA in 1964, which became the Guinness Import Company in 1985. The pinnacle of Guinness' extensive research came in the form of Draught Guinness in cans, launched in the UK in 1989 which, with the inclusion of the award-winning Guinness widget, typified the company's pioneering approach to improving technology and replicating the taste of Draught Guinness in a can.
In 1997, Guinness Limited now has breweries in 51 countries worldwide and Guinness stout is drunk in 150 countries. Over 10 million glasses of Guinness stout are drunk every day worldwide - 1,000,000 pints in Great Britain alone.