Guinness Red to launch TV campaign

Diageo is launching a television campaign to promote Guinness Red to drive brand awareness of the newly launched drink, a sweeter tasting Guinness. Abbott Mead Vickers.BBDO has created the campaign.

Guinness Red, which aims to be more accessible to consumers than the original “Black Stuff”, was first trialled last year in more than 140 Mitchell & Butlers pubs across the country.

The ad campaign, “Guinness Red – Looks Dark, Tastes Light” follows a man on his journey to a bar for a pint of Guinness Red. The campaign which breaks today (October 6) also includes outdoor advertising and in-bar sampling and experiential marketing.

Louise Curran, Guinness Red marketing manager at Diageo GB, says: “We know people who try Guinness Red love the beer and buy it again. Our new campaign is all about driving mass awareness and trial and introduces our new positioning ‘Guinness Red: looks dark, tastes light’ – which communicates the refreshingly light-taste of the beer.”

Guinness Red is made the same way as Guinness Draught, using the same four ingredients – yeast, hops, barley and water – and the same brewing process. The key difference is that the barley for Guinness Red is only lightly-roasted which gives the pint a ruby red colour and a light taste. It is served at ‘Extra Cold’ temperature (3.5°c).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here