Diageo unveils fresh Guinness positioning

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

Guinness Bring it to Life campaign
Guinness Bring it to Life campaign

A new strapline “Bring it to Life” has been introduced in a brand advertising campaign breaking today (4 November) with the aim of bringing “more life, vibrancy and communality” to the brand’s positioning and increase its appeal to at-home drinkers.

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

The last Guinness campaign used the strapline “Good things come to those who wait” and concentrated on the quality of the product.

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 brand’s previous strapline, which emphasised the two-part pour, lent itself to the on-trade and suggested 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 “Bring it to Life” television campaign, created by Abbott Mead Vickers.BBDO, will be supported by press and digital activity.

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 celebrations around the sport.      

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