TV campaign for Guinness Red
Diageo Great Britain is launching the first television advertising for its Guinness Red brand.
The ad carries the strapline “Guinness Red – Looks Dark Tastes Light” and follows a man on his journey to a bar for a pint of the brand. On the way he learns that appearances can be deceptive.
Guinness Red is targeted at customers who like the brand but are only occasional drinkers. It was trialed last year and rolled out to pubs in central England last autumn.
Guinness Red marketing manager Louise Curran says: “Our new campaign is all about driving mass awareness and trial and introduces our new positioning – Guinness Red: looks dark, tastes light – which communicates the refreshingly light taste of the beer.”
The campaign is created by Abbot Mead Vickers.BDDO and media planning and buying is handled by Carat.
The campaign also includes outdoor and experiential activity and in-bar sampling.
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