Guinness brand| repositioning “Bring it to life”

Diageo is to reposition its Guinness brand as a drink to be enjoyed in group situations at the pub or at home.

Guinness introduces a new strapline “Bring it to life” to its brand advertising in its latest television campaign. Epic ad telling public to 'Bring it to life' moves away from drinks firm's famous 'Good things come to those who wait' line


A new strap line “Bring it to Life” has been introduced in a new brand advertising campaign breaking today (4 November) with the aim of bringing “more life, vibrancy and communality” to the brand’s positioning.

Paul Cornell, marketing manager for Guinness, says he wants to reposition the brand from one to be enjoyed on a “low tempo” occasion – people drinking on their own or with a handful of people – to a drink to enjoyed on “mid tempo” occasions, for example weekend get-togethers with four or five friends.

He adds the campaign aims to drive those who love the brand to drink it more on relevant communal occasions such as while watching sporting events.

Cornell adds that the changing nature of alcohol consumption, the declining on-trade and rise of at-home drinking, has also influenced the shift, adding that the “Good things come to those wait” strapline, which emphasised the two-part pour,lent to the on-trade and could suggest cans or bottles bought off-trade “were inferior”.

Diageo is looking to grow its 2% share of the off-trade beer category and is targeting 10% annual growth for the brand.

The TV ad, called "World", focuses on how the famous stout looks like it comes alive when a pint is poured.

Guinness's epic ad was shot in locations including New Zealand, Canada, Fiji and the UK.

It features a group of men who bring life to a barren landscape by populating the ocean with fish, dragging fields of grass into place and supplying fresh water.

As the 90-second commercial unfolds Guinness aims to draw a parallel with the famous "surge and settle" motion that typifies the pouring of a pint and introduce the new strapline "Bring it to life".

Created by the Diageo brand’s long-standing agency Abbott Mead Vickers.BBDO, the commercial will first air in high definition on ITV1 during the Champions League clash between Liverpool and Lyon tonight from 7.45pm.

Guinness has linked up with Google Earth to allow web users to "bring an imaginary planet to life" in a simplified version of games such as Civilization or Sim City called "Guinness World".

The drinks brand has not said how much the commercial cost, but the project required three months of preparation and more than 8,000km of scouting before filming began in Canada.

The production crew included the set designer from the third Lord of the Rings film. The set for the underwater scene took three months to build and the shot where grass is dragged into place, filmed in New Zealand on a disused bombing range, required army assistance.

Johnny Green, the director of the TV ad, described it as "one of the toughest" jobs he has ever worked on.

"We wanted to create a truly amazing campaign which will graphically illustrate the life, energy and passion of the brand," said Paul Cornell, marketing manager for Guinness.
The initial November and December push will be followed in the new year with Six Nations themed activity that will also emphasise the new positioning by focusing on the celebration around the sport.    





Guinness celebrated its 250th anniversary this year with a global campaign devised by Saatchi & Saatchi with the theme “Arthur’s Day” commemorating the founder of the brewery.

Credits

The World campaign was developed at AMV BBDO, London, by creative Paul Brazier, and agency producer Yvonne Chalkley.
Filming was shot by director Johnny Green via Knucklehead, London, with directors of photography Joost Van Gelder and Wally Pfister, producers Tim Katz and Fergus Brown, and set designer Grant Major.
Editor was Ted Guard at The Quarry.
Post production was done at The Mill, London, by producers Lucy Reid and Ben Stallard, colourists Aubrey Woodiwiss and Adam Scott, shoot supervisors Russell Tickner and Michael Gibson, lead 2D artist/Flame artist Rich Roberts, lead Flame artists Barnsley and Pete Rypstra, Flame assist Gareth Brannan, lead 3D artists Russell Tickner and Jordi Bares, 3D artists Teemu Eramaa, James Spillman, Andy Nicholas, Rick Thiele, Adrien St. Girons, Laurent Makowski, Ed Shires, Tom Blake, Andy Guest, Aidan Gibbons, Sergio Xisto, Suraj Odedra, Jules Janaud, Francois Roisin, matte painters Dave Gibbons and Lee Matthews.

Absolut Flavor of the Tropics

Designed by Williams Murray Hamm | Country: United Kingdom

“Williams Murray Hamm has designed the bottle graphics for Absolut Flavor Of The Tropics, a new limited edition that will be launched exclusively in Duty Free/Travel Retail globally for a 6 month period. The product offers the travellers a new exotic vodka flavour that is not available in stores back home. Williams Murray Hamm, a leading packaging design agency in the UK, was tasked with putting an ‘Absolut twist’ on tropical fruit.
From Florida and the Caribbean to Hawaii and the Seychelles, exotic fruits thrive in the humid weather of the sun-drenched tropics. Williams Murray Hamm’s design expresses the fruit through strikingly bright thermal images of the world map. It offers a brand new look for Absolut that captures this new exotic flavour and offers consumer the perfect souvenir from their intrepid journey.

“Absolut Tropics represents the first time we have been able to launch a brand new, innovative flavour exclusively to travelling consumers, people who are always on the lookout for something new and thrilling. For a leading edge, creative brand such as ABSOLUT, it’s crucial that we work with creative partners that can think laterally when answering a brief. The solution from Williams Murray Hamm lived up to our expectations and delivers something fresh and unexpected”

Absolut Rock Edition | In An ABSOLUT World You're With The Band

The newest special edition release from Absolut: "IN AN ABSOLUT WORLD, you're with the band. To pay tribute to rock-and-roll — ABSOLUT is launching a limited edition bottle wrapped in a leather- and studs gift pack." Absolut collaborated with designer Natalia Brilli to create the leather and studded design.

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IN AN ABSOLUT WORLD, YOUʼRE WITH THE BAND.

ABSOLUT VODKA presents a creative collaboration featuring visionary photographer Danny Clinch and Wolfmother to commemorate the launch of the limited edition ABSOLUT Vodka Rock Edition Bottle. Danny followed Wolfmother for several days in Los Angeles, shooting more than 4000 photos of the band and directing this documentary of the project. See more at http://www.absolut.com/rockedition.

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Check out the hour long movie: http://www.absolut.com/rockedition
Documentary shot with rock photographer Danny Clinch in LA. To capture the viewer's attention with a fully immersive experience of hanging out with the band, Great Works has visually tagged all the footage with specific keywords that are searchable for an even more in depth interaction.
Advertising Agency: Great Works, USA
Creative Director: Ted Persson
Account Director: Stefan Persson
Project Manager: Linn Tornérhielm
Production Manager: Marco Guzman
Creative: Jacob Åström, Fredrik Karlsson, Tor Rauden Källstigen & Jens Eriksson
Design: Fredrik Karlsson & Martin Löfqvist
Flash development: Fredrik Karlsson

Coca Cola:::“Tribute to Fashion”

  

"Italian fashion designers have teamed with Coca Cola for fund raising campaign in support of the victims of the earthquake in Abruzzo, Italy.

These famous fashion designers have dressed with fantasy and colors Coca-Cola light’s bottle and have sold them at auction during the “Tribute to Fashion” show in Milan. Eight fashion designers, only women, have done a great work with Coca Cola bottle, because every packaging has a strong personality and represent very well brand values as happiness or joy of life, of course always in a chic and exclusive way."

Coke Light has always lived in the shadow of its more glamorous sibling, so the Coca Cola company thought it was about time to let its Coke Light bottles have their time in the spotlight. Coke Light’s ‘Tribute to Fashion’ saw the bottles given a celebrity makeover in an event that also raised money for the victims of last year’s earthquake in Abruzzo, Italy.

Over 250 people died in the 2008 Abruzzo earthquake and many more were injured. Tribute to Fashion is not the first time Coke has raised money for charitable causes. Its philanthropic arm – the Coca Cola Foundation – donated over $82 million to various causes around the world including environmental, community based and educational projects.

For the Coke Light fashion show, a range of internationally recognised Italian fashion designers such as Moschino, Marni, Fendi and Versace were enlisted. Each created a life-size Coke Light bottle outfit for display on the catwalk in Milan, with their designs also being used as labels on actual Coke Light bottles.

BRAND: Coca Cola Light

BRAND OWNER: Coca Cola

CATEGORY: Drinks (non-alcoholic)

REGION: Italy

DATE: Sep 2009

MEDIA AGENCY: Starcom

MEDIA CHANNEL

   

The bottles went on sale in Milan on the 25^thSeptember, with all profits from the sale of the limited edition bottles going towards funding scholarships for young women affected by the earthquake.

Mineral water’s logo(s)...mountains all the way

Johnnie Walker | Walk Away (Monsters)

Cruzan Rum: Legendary Rum of St. Croix,

I don’t usually post print ads, but the one I am sharing today are true evidence of a complete creative process. It is obvious that account planning team did their homework well by researching brand, target consumer and market context.

The creative picked a good brief and the brand heritage inspired the art direction to distill relevant, impactful original peace of artworks.

They went so deep to bring up what truly differentiate a liquor brand to create a mystique around Cruzan Rum by romanticizing the islanders’ long history of making rum, drinking rum and embracing the true rum lifestyle.

In a world full of liquor brands without a history, the Legendary Rum of St. Croix campaign uses 240 years of island legends, heritage and imagery to remind consumers that Cruzan is an authentic, premium rum.

Personally, I give this 10 over 10 for copy, visual, and thinking...

Hemingway"How many rums can say they're still served in bars where Hemingway drank?"

Tide"The islanders claim there are only three perfect times to enjoy rum: high tide, low tide, and in-between tide."
Flight"The islanders have a saying: the more terrifying the flight, the better the rum tastes when you land."
Sunset"There's an old expression on St.Croix watch the sunset with many, watch the sunrise with few."
Judge"The locals on St.Croix have a saying: Never judge a bar by its cover."
Invaded"St.Croix was invaded seven times, but we suspect at least three of those were for the rum."

Advertising Agency: Fallon Minneapolis, USA
Creative Directors: Dave Damman
Copywriter: Dean Buckhorn
Manager of Art Buying: Dave Lewis
Art Buyers: Kerri Jamison, Jennifer David
Production Company: Mason Vickers
Photographer: Nadav Kander
Representation: Stockland Martel
Producer: Tom Mason
Retoucher: Kander Studios
Published: July 2009

901 Silver Tequila:::Executive Vice President of Big Ideas

01 Silver Tequila announced its first-ever contest on 9/01 at 9:01pm on www.901.com via a video call-to-action engaging consumers to come up with The Big Idea... Is it a major ad campaign? The next breakthrough promotion? A viral video? To kick off the 901at901on901 promotion and to celebrate the day and time of the brand's namesake, 901 CEO and founder, Justin Timberlake, and President, Kevin Ruder, toasted the crowd at LAVO at the Palazzo Las Vegas at 1:09am Pacific time this morning.

To apply for the job as the Executive Vice President of Big Ideas for 901 Silver Tequila, applicants are asked to submit their big idea for 901 Silver and a photo or video to support their concept via www.901.com. The applicant selected as Executive Vice President of Big Ideas will receive a VIP trip to Las Vegas, including roundtrip airfare for two, hotel stay, two tickets to the Justin and friends concert, and VIP access to any and every party, an annual salary of $0 with a one time bonus of $25,000, the opportunity to get coffee for the other 901 employees and of course, bragging rights about being the Executive Vice President of Big Ideas for 901 Silver Tequila. "We like to incorporate consumer feedback as part of our normal business practice at 901 Silver.

We've turned that premise into a contest," said Kevin Ruder, President of 901 Silver. Official rules of the 901at901on901 Contest are available at www.901.com. No purchase is necessary to participate and the contest is void where prohibited. Participants must be 21 years of age and legal residents of the United States or the District of Columbia. From September 1, 2009 through November 30, 2009, all entries submitted during the 90.1 day promotion will be reviewed by a panel of experts, who will choose the winner on December 4, 2009. For more information about the 901at901on901 Contest, visit www.901.com.

About 901 Tequila

It's Always.....made from 100% Blue Weber Agave

It's Always.....triple distilled

It's Always.....hand crafted

It's Always.....ultra smooth

It's Always Being Responsible

Molson Dry beer: Social reality gaming

Association of party pros (APP)

The challenge Molson Dry wanted to position itself as the ultimate party beer. We had to connect drinkers with the brand as well as with one another. We developed a unique concept: A social reality game.

The solution We created a new sport related to a social activity: the party. Players are members of the Association of Party Pros (APP), which is supported by a distinct advertising campaign and a Web platform. The game is played in all the natural habitats of “party animals:” bars, parties, concerts, Facebook, nightlife webzines and at www.produparty.com . The players who accumulate the most points through their performances during parties are crowned with the title Party Legend. They are featured on the APP website and Facebook, get exclusive party gear at the Molson boutique, APP privileges, and ultimately represent Quebec at the Tenerife Carnival, in the Canary Islands.

The results The campaign, launched in 200_, became more than contagious, it went viral: thousands of players, no less than 25 parties, each bringing together over 3,000 party pros, almost 10,000 fans on Facebook, closely followed by 6 nightlife webzines and 20 winners. Uniqueness The relationship between the field and the social networks in the APP campaign clearly demonstrates that the Web can work effectively with other marketing platforms to create a global experience in multiple locations, with many players. Molson Dry became a hub for social interaction between party pros all over Quebec.

Credits:

Advertising Agency: Le Monde de Cossette, Montréal, Quebec, Canada

Creative Director: Jonathan Rouxel

Art Director: Kevin Lo

Copywriter: Marilou Aubin

Illustrator: David Arcouette

Other additional credits:

Production : Sandie Rotge

Released: May 2009

Guinness:::Cue

"Brands are forever striving to go one-bigger or one-better than their competitors in an effort to get attention but the subtle sophistication of this campaign from old-timer Guinness is what makes it noteworthy."

Pints can pop up in the funniest of places, usually your hand on a Friday night, more often than not with a pool cue resting in the other. But with its latest piece of ambient advertising Guinness had cut out the middle man – that is, you – and put the pint onto the pool cue.

Guinness has built a deserved reputation over the past decade or so for creating big-budget memorable ads, but with this latest stunt it has taken its advertising in the opposite direction. This campaign is more in-keeping with the Guinness hats seen out on the streets on St. Patrick’s day, albeit a more subtle, sophisticated vision.

Designed by Chicago-based communications agency, Tank, the Guinness pool cue has the tip of a traditional cue replaced with a miniature version of the iconic black and white pint: the black becoming part of the neck, the white, the hair tip. The stylish photography of a low-key pool game, reinforces Guinness’ core brand identity and targets its predominantly male demographic.

The campaign, only just launched, is already gaining significant exposure online.

BRAND:Guinness

BRAND OWNER:Diageo

CATEGORY:Drinks (alcoholic)

REGION:USA

DATE:Sep 2009

AGENCY:Tank

MEDIA CHANNEL

Pepsi Joy It Forward

Pepsi’s digital strategy in Canada is centered on www.joyitforward.ca, a web site that encourages people to participate and spread the positive culture and energy of the brand online.

On the site, visitors can explore “Joy Meters” which aggregate content to measure what people are doing online to spread the feeling of joy. Joy Meters include Mentions of Joy on Twitter, Results for Joy on Google, Joyous Word of the Day, and Bundles of Joy Born today.

Joygles, Joy-filled games, include Bubble Blaster, Make an Old Man Smile, Staring Contest, Dance Party Dino, and the most recently added game 3 Card Pepsi.

The Pepsi Facebook Fan Page, with over 91,000 fans in the first three weeks, provides a discussion forum on all things Pepsi and another place to play the Joygles. Pepsi Canada’s Twitter feed (@PepsiCanada) provides a steady stream of conversation around the feeling of joy.

Equally impressive, is that in the usually quiet world of corporate fan page Walls, Pepsi fans have been tremendously engaged with the brand with over 9000 interactions to date on the Facebook fan page.

Credits

The Joy It Forward campaign was developed at BBDO and Proximity Canada by creative director John Gagne, associate creative director Dave Stevenson, copywriter Jeff Middleton, art director Theo Gibson, project manager Karan Deepak, Flash developer Jeff Vermeersch, technical developers Addictive Mobility, account managers Tim Welsh, Stephanie Wall and Paul Lin, engagement planner Dino Demopoulos.

Red Bull Cola | MI6 viral

Heineken | Gigolo

Heineken Gigolo by McCann Dublin