By committing long-term to a brand idea, ‘Made of More’, Guinness defied significant challenges in the UK and Irish markets, and created an effective global communications platform.
Working with the UK agency, AMV BBDO, Guinness built on the qualified success of its early iterations of ‘Made of More’ to develop films which more effectively communicated the brand’s distinctiveness and salience.
This includes films such as ‘Wheelchair basketball’ and ‘Sapeurs’ that told stories of individuals making bold choices and displaying character.
The strategy delivered improving returns, and was estimated to have delivered an overall profit ROI of £3.88 for every £1 invested (almost twice the category norm).
Alison Falconer, Global Planning Director, Guinness & Beer, Diageo, said:
“We’ve learnt how to use the power to attract and engage that’s always been embedded in the distinctiveness of Guinness, by celebrating people with character, integrity and confident self-expression, and groups that live life on their own terms. These concepts shape all our briefs globally.”
Agencies: AMV BBDO, Carat, Data2Decisions
Country of origin: UK