GUINnESS
When this campaign was introduced in America, Guinness was little known outside the “Irish ghetto” (Irish pubs in Irish neighborhoods). At the same time, microbrews were taking off and the American beer drinker was becoming more sophisticated. The conditions were right for Guinness to expand its presence and acquire some new fans. Our campaign addressed some of the misperceptions of Guinness while educating people about the stout’s unique ritual and aura. The campaign won numerous awards, including a Gold Effie for advertising effectiveness.
