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.

B2B Marketers: If Your Markets' Needs and Behaviors Have Changed... Why Hasn't Your Marketing?

Reports, statistics and factoids are marketers' best friends. After all, data gives us information from which we glean intelligence to build our business models, marketing strategies, plans to increase market share and programs to cut through clutter. And rock-solid data is the fuel we need to drive change within our departments and across our organizations.

Devoid of statistically sound findings, however, we're left relying on gut feelings and our personal views of how we perceive things to be... which can turn out to be perfectly correct or miserably myopic. So research gives us insight, reduces uncertainty and lends credibility to our business arguments.
And that brings me to the facts and findings from the just-released Consumer New Media 3-Part Study (by Cone Inc.), which are too good not to share--but I'm going to do so with a bit of a twist. As the report is aconsumer-oriented study, I'm going to extrapolate some of the study's findings to cite implications forbusiness audiences. Because the fact is, B2C gets the lion's share of social media marketing attention and while B2B social media studies are popping up more, B2B folks still have to dig deeper for social media data that speaks to the needs, challenges and profit potential inherent to professional audiences.

*Online Brand Engagement* 

• Fact: "Almost 80% (78%) of new media users interact with companies or brands via new media sites and tools, an increase of 32% from 2008 (59%)."

B2B implications: As consumers go, so too with professional audiences (uh, the Internet and email, anyone?).  And while consumers use their computers and Web-enabled mobile devices for entertainment and other tasks throughout the day, professionals are all-out tethered to their computers at least 40 hours weekly. Thus, adoption rates for B2B audiences are undoubtedly keeping pace with consumers, but professionals are using social media for work-related activities, like researching products, evaluating brand alternatives and informing purchasing decisions... which are mighty important activities for marketers to capitalize upon.

• Fact: “Users are conversing with brands more often: Some 37% say they do so at least once a week -- up from one in four when Cone did the study last year.”

B2B implications: Consumers communicating directly with brands is new, some might say it's revolutionary. But professionals dialogue with brands all the time—they always have. Why? Because when professionals make a purchase, they interact with the company that produces the product, service or solution as a matter of course since B2B purchases involve long purchasing cycles, lots of questions and, in the process, developing relationships with those company representatives. B2B branding, in other words is very high touch.
Moreover, business purchases many times involve aftermarket maintenance contracts which means professionals continue to interact with brand representatives after the sale (How well do you know your copier maintenance guy?). Thus, social media gives professionals an online channel to do the very same activities they've been accustomed to doing offline for decades and is a natural extension to other communications channels.
*Influence/Power*

• Fact: "Perhaps the most intriguing part of Cone's data, however, is that consumers strongly believe that new media is a two-way street, with 62% saying they can influence business decisions by voicing their opinions through new media."

B2B implications: While consumer goods span a wide spectrum insofar as price and risk (a $3 bar of soap vs. a $15,000 car), business purchases are, by their very nature, higher in price and risk (a $3 million dollar software integration, a $15 million-dollar piece of construction equipment). And while a consumer purchase affects the individual, or their whole family; a business purchase, affects an entire business department or the entire enterprise.

The point here is that positive and negative opinions posted online by professionals go a long way and hold HUGE influence in how other professionals perceive (and, yes, purchase!) brands because professionals are always looking to lower risk since purchases affect their jobs, other employees and the organization. *Purchasing Behavior/Decisions* 

• Fact: "Consumers are most interested in information that will inform their purchasing decisions. Respondents said they want companies to tell them what is in products and how they are made (85%) and provide additional details about information, labels and claims shared offline (e.g., in the store, on the package, in an advertisement) (83%)."

B2B Implications: Professionals want the very same information about their purchases--but more importantly, they NEED it. Business purchases are never impulse decisions, they always require analysis and so it goes: the more informed a prospect, the better the chance that prospect becomes a customer. Given that rationale, B2Bs would be doing themselves a disservice (and helping their competitors) by not using these technologies to facilitate purchases.

• Fact: "30% have made a purchase based on POSITIVE information learned about a product, company or brand; and, 23% have switched brands or boycotted a company based on NEGATIVE information learned about a product, company or brand."

B2B Implications: If 30% of consumers have made purchases due to positive information learned about a product online, then I argue the same, if not much higher!, applies to professionals. Why? Because professionals place a great deal of clout on third-party feedback with every purchase they make... be the third-party feedback from analysts, journalists, industry thought leaders, colleagues or other professionals.
As explained earlier, professionals are risk-averse and seek high levels of assurance about purchases beforehand, with negative reviews also of great interest to them as they weigh product alternatives. Now, more than ever, B2B marketers must ensure that (1) their offerings are high in quality, (2) their customer service is operating at optimal levels and (3) all of their marketing messages live up to their claims. Said another way: You can either facilitate positive WOM or negative WOM, the choice is truly within your control.

*Fulfilling Needs* 

• Fact: "Consumers still feel companies’ or brands’ top priorities within new media should be to problem solve and provide information (61%, up from 43% in 2008)."

B2B Implications: Problem solving and information gathering are absolutely core to B2B jobs and purchasing—after all, professionals are busy and they need information that will help them make decisions quickly and solve challenges even faster.

Many of the B2B social media strategies I recommend to clients and colleagues are based around programs that facilitate a high transfer of knowledge and problem solving, as these attributes are valuable to B2B professionals and areas that they consistently engage around (just look at an agenda for any major conference and you'll see that speeches and workshops are primarily based around communicating new opportunities, new methodologies or new ways to solve problems).

*Competitive Advantage*

• “'Consumers haven’t yet been exhausted by brand oversaturation in the new media space,” says Mike Hollywood, Cone’s director of new media. “There is still an opportunity for forward-thinking companies to establish a presence and earn a competitive advantage. Based on the growth of user interactions with companies, countless purchase decisions are being influenced by new media. It’s imperative to get on board now that the train has left the station."

B2B Implications: If consumer audience segments have not yet been over-saturated by social media campaigns--with B2Cs implementing social media programs at exponentially higher rates than B2Bs--then that signals tremendous opportunity in social media for B2Bs. Yet B2Bs wait (and wait!) for others to go first which is ironic since being first is the one of the key factors in gaining a competitive advantage, no?

**********

Further material can be found @ B2B-centric information archived for you right here.

Fasttelco: Beyond Communication

Arabic Proverb: If it Was Good Enough, It Wouldn’t Be Cheap

Arabic Proverb: inform everybody 3 times faster internet

“Or connect”

“Infinity”

 “Fastest”

Client: FastTelco[Kuwait]

Creative Agency: Paragon Marketing Communications, Kuwait
Chief Creative Officer: Louai Alasfahani
Creative Director: Konstantin Assenov
Copywriter: Wasim Khan
Illustrator: Huzaifa S. Kakumama
Other additional credits: Diana George
Published: 7, 2009

Nokia N97… Your Personalised Home Screen

Here is an interesting ambient ad for Nokia N97 in Dubai Media City

Honda: Everybody knows somebody who loves a Honda

Honda Brand campaign began in August when Honda launched its official Facebook page (www.facebook.com/honda) with a social-experiment application to recruit Honda fans to show how everyone knows someone who loves a Honda. Once users joined the social experiment, they could become a fan of Honda and a handful of specific Honda vehicles. As of early October, all current Honda vehicles now have fan pages too. Once users participated in the experiment, they see how they are connected to their friends, view a chain of friends in their Honda web, and find out just how long their chain extends around the world.
Three early participants in the Facebook social-experiment were cast to appear in the new Honda Brand spots. All others featured in the spots are actual Honda owners and were selected through real-people casting in New York, N.Y.; Boulder, Colo.; and Charleston, S.C., where the spots were filmed. The multimedia campaign includes one 30-second spot and two 15-second spots.
An online hub (http://love.honda.com) for the Brand campaign, contains all three TV spots plus extra footage in a connected, sequential chain. Within the chain of spots, users can click on the Honda owner cast members and listen to more than 20 interviews of cast members talking about their personal Honda experiences.

Advertising Agency: RPA, Santa Monica, CA, USA
Creative Directors: Joe Baratelli, Patrick Mendelson
Art Director: Hobart Birmingham
Copywriters: Perrin Anderson, Tylynne McCauley
Other additional credits:
ECD: David Smith
CD: Joe Baratelli
CD: Patrick Mendelson
Jr. Art Director: Brian Farkas
EP: Gary Paticoff
Agency Producer: Brian Donnelly

Arabia Decade Awards|10 Years in Advertising and Marketing

So, we are coming to the end of the first decade of the new millenium, It has been a rollercoaster for our industry, the expansion of media types changing the way we think about planning and creative work forever.

To mark the passing of the event I would like to call for nominations for the 'Arabia Decade Awards' 

The categories are as follows, campaigns must have run between 2000 and now:

• Best Arab TV ad
• Best Arab Print ad
• Best Arab Online content (not website)
• Best Arab Website
• Best Arab Thought in a Campaign
• Best Arab PR campaign
• Best Arab Account Person
• Best Arab Planner
• Best Arab Creatives
• Best Arab Ad/Mkt/PR book
• Worst Arab Ad
• Best Arab Agency
• Worst Arab Agency (please include a brief reason so I can exclude unconstructive votes)

Please reply or send your nominations to me: ayman[dot]sarhan[at]gmail[dot]com

Tanmia Chicken|Summer Nuggets

Ice cream


Butterfly





Fish

Djeje mfakkra 7ala booza

Djeje mfakkra 7ala farache

Djeje mfakkra 7ala samke

Djeje mfakkra 7ala marse

 Agency: Leo Burnett

General Motors | The Book of Yes

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”

Toyota Yaris Social Media Campaigns

Trivial Pursuit Experiment

TRIVIAL PURSUIT, the ultimate authority on trivia, is throwing down the gauntlet and asking women and men to represent their team and take part in the experiment to find out if the age-old question of who's smarter than who can be answered once and for all through trivia. Played out on www.trivialpursuitexperiment.com, simply log on to join in and earn points for your brotherhood or sisterhood by answering as many questions as you want. Each question you answer correctly will earn a point for your team.


Trivial Pursuit Experiment - Who’s Smarter than Who?
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Trivial Pursuit Experiment: Points go to the Men
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Trivial Pursuit Experiment: Points go to the Women
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