EURO RSCG bests O&M in 5m Guinness Kilkenny Irish Beer battle

EURO RSCG Wnek Gosper has won the 5m advertising account for Guinness’s Kilkenny Irish Beer after a two-way pitch against Ogilvy & Mather.

The appointment of EURO RSCG to the account strengthens its position on the Guinness roster. It already handles Kaliber low alcohol lager.

O&M holds Guinness’s core stout brand range, and Kilkenny is the second product launch it has missed out on. Guinness appointed Publicis for Enigma lager, its last major product launch.

Guinness is planning a national roll out of Kilkenny to compete against Caffrey’s, Bass’s Irish ale which has been backed by a 7m ad campaign through WCRS. Caffrey’s now represents five per cent of Bass’s total output.

Kilkenny has been on test in the UK since last year, and the company is planning to redesign the product. It is expected that the new advertising campaign will play heavily on the brand’s Irishness, in a similar way to ads for Caffrey’s.

EURO RSCG and O&M are also pitching for the Guinness Draught Bitter account, which is held by O&M.

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