Its famous "Guinness is good for you" ads in the 1930s and 40s convinced stout drinkers worldwide that the brew not only made them mentally feel better, it improved their physical state as well. The slogan, it turned out, was based on a survey conducted in the 1920s. People told the beer company that they liked the stout because it made them feel good. And so the legend was born. In addition to the clever copy writing, Guinness also used simple cartoon characters, including the now-famous toucan to promote the beer.
Since then, there have been a variety of memorable Guinness ads.
A 1994-95 ad known throughout Ireland featured a man doing a dance routine while his Guinness settled.
The most recent American Guinness ads included the "Brilliant!" series, as well as the current campaign which features miniature beer men kicking symbols inside the stout. The campaign aims to promote Guinness' head-forming routine, which makes the beer look alive momentarily.
The newest European ad, however, takes a different approach. Shot in Argentina, the commercial--"Tipping Point" shows a line of used items--shelves, paint cans, tires--knocking each other over in a domino effect. The end result is a replication of a pint glass filled with Guinness, made out of used books. The commerical cost 10 million Euro and included no special effects.
Guinness' message may be that it plans to continue its international campaign and leave behind its most reliable markets--Ireland and England--where sales have dropped in recent years. Hence it teters between going back to the areas it knows best versus exploring the new and exciting regions of the globe.
In any case, check out the commerical. It may not make you want to have a Guinness, but you can talk about the feasibility of the commerical over a pint.
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