Established 246 years ago, Guinness remains one of the most visible beer brands in the world, thanks in part to some legendary ad campaigns that have popularised the ‘black stuff’.
In its home market of Ireland, and across the UK in general, the brand’s lavish TV advertising productions - most memorably ending with the line ‘Good things come to those who wait’ - have helped the Diageo brand become the world’s leading stout beer.
In Asia, however, the brand’s marketing performance has been considerably less stellar. Malaysia and Indonesia remain two key markets, regularly leading consumption. But beyond Southeast Asia, presence tails off, particularly in North Asia where beer category growth is especially alluring.
Even in its Southeast Asia stronghold, Guinness has issues. The brand’s presence has been largely build on the back of its bottled Foreign Extra Stout (FES) product, which differs markedly from the Guinness Draught master brand.
“The big distinction is that one is more traditionally Chinese and one is contemporary Asian,” says an agency source who works closely with Guinness. “The issue is really about moving Draught and positioning that given all of the issues that Guinness still has with the Asian palate.”
Those taste issues are particularly pronounced in the North Asian markets that Diageo is eyeing particularly aggressively for Guinness growth - Korea and China. It is said that it takes seven pints, in total rather than per sitting, for the palate to become accustomed to Guinness, which is a reasonably serious barrier for North Asian consumers that are more used to lager. “The traditional challenge is that it’s a dark beer with a specific taste,” says the source.
As one of Diageo’s global priority brands, Guinness’ success in Asia remains an important enough issue for the company.
“If they can break Korea and China, the opportunity is all in front of them. But strategically and creatively we haven’t seen any brand-driven work from Guinness for a while in Asia.”
Richard Tunbridge, ECD, Rocket-X Singapore
I’m half Irish. I take my Guinness seriously. In serious quantities. So you could say I have a lot invested in the brand. And it’s odd how unlike a brand Guinness behaves. It’s schizophrenic.
In the last 12 months we’ve seen guys running in the buff, and penguins running the gauntlet. Buses running people around. Taxis running people home. They’ve been running pool competitions and promotions.
If I consume international media I run into the brilliant ‘White Guiness’ April Fool gag and Tipping Point. Point is, their cup runneth over. There’s a lot going on. None of it really consolidating the brand character, outside of lip service to universal values of friendship and community.
On a regional marketing level, I suspect it’s suffering from a bit of Not Invented Here Syndrome. A common ailment which causes everyone to think their market is different and must therefore ‘localise’ the product. They try to explain it to consumers. And make it relevant. Which, for a brand and a brew like this isn’t really necessary.
Focus on the product and its culture. If you pour it, they will come. And, to that end, stop giving ‘samples’ in plastic cups. That’s not helping.
Hari Ramanathan, regional creative planner, Y&R Brands
The largest market for Guinness in Asia is an Islamic country - Malaysia. Last year the sales in home country Ireland were overtaken by Nigeria. They have an ad with two penguins which ends with a signoff ‘Knowing what matters’. Everything about Guinness right now seems a tad puzzling.
From a brand that had a single-minded proposition of quality takes time, to creating rituals like the slow pour of a Guinness, it now seems like a multitude of brands which operate in a schizophrenic manner with no unified message or brand essence across countries.
In Asia it went from ‘What’s on your mind?’ to the horrendous Adam King and ‘Believe’ to the weird penguin ads, not a single one of them focusing on leveraging the tremendous equity or character the brand has in its home region. Unfortunately, the current success in sales might blind it from doing the right thing now in the review.
Guinness needs to go back to its soul and have a clear, focused advertising approach that’s about the brand and its personality. At the end of the day that’s the only thing which will ensure people buy it instead of them having to sell it. Good things don’t always come to those who wait too long.
