GUINNESS has unveiled a £12 million marketing campaign, which it hopes will attract more young people to drink its famous brew. The campaign, developed by Guinness's new advertising agency, Howell Henry Chaldecott Lury and Partners, is based on "the big pint" and will go out on television, radio and press advertising for Christmas.
The humorous advertising campaign is designed to appeal to younger drinkers, particularly those in the 18 to 25 age group, according to Guinness marketing director, Mr Tim Kelly. Older, customers should also enjoy the series of TV advertisements, he says.
The new commercials include three wise men, a Chinese man, an Indian and a Red Indian, who are seen pondering on how the big pint can fit in a human hand. In the end, each gives up and decide "don't ponder it, just drink it".
Guinness has been focusing its recent advertising campaigns at younger drinkers in an effort to capture a bigger share of the growing beer market in Ireland. Mr Kelly says that while Guinness is the biggest selling pint in the youth market, having achieved overall growth of 5 per cent this year, it cannot afford to be complacent.
"We cannot assume that just because previous generations drink Guinness that today's drinkers will automatically continue to follow. We need to continually review our communications strategy to make sure that it is contemporary in style and relevant to young drinkers."
As part of the campaign, the State's 10,000 publicans and customers can win a trip to New York by taking pictures of the big pint in their local pubs.