Guinness: An effectiveness story Made Of More

This case study shows how Guinness, a beer brand, developed an award winning campaign to cement its brand identity across the UK and Irish markets.

Guinness: An Effectiveness Story Made Of More

Principal authors: Rory Gallery and Lilian Sor, AMV BBDO
Contributing authors: Alison Falconer, Diageo; David Hartley, Data2Decisions; Craig Mawdsley, AMV BBDO


By committing long-term to a brand idea. Made of More, Guinness defied significant challenges in the UK and Irish markets, and created an effective global communications platform. Guinness built on the qualified success of its early iterations of to develop films which more effectively communicated the brand 's distinctiveness and salience. This includes films such as 'Wheelchair basketball' and 'Sapeurs' that told stories of individuals making bold choices and displaying character. The strategy delivered improving returns, and was estimated to have delivered an overall profit ROI of £3.88 for every £1 invested (almost twice the category norm).

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