SINGAPORE: United Stout Marketing, Guinness' distributor, has launched a
provocative campaign, 'What's on your mind', the last piece of work
executed by Ogilvy & Mather Singapore ahead of the account being
realigned with Saatchi & Saatchi and Abbot Mead Vickers BBDO (AMVB) in
the UK.
O&M, which has handled the brand regionally since late '90s, relies on
visual metaphors to represent a pint of Draught Guinness. The print and
TV campaign features a range of black and white images, juxtaposing the
colours frequently associated with a pint of Guinness. One ad shows a
white woman wearing a black bustier to represent the cream head on a
pint of Guinness and the black synonymous with the body of the drink.
Another image shows a darkened body in a cream coloured mini skirt.
The campaign picked up five awards at D&AD and 17 One Show honours, said
David Mayo, O&M regional management supervisor.
"We're targeting non-Guinness drinkers. Singaporean beer drinkers are
very promiscuous; brand loyalty is very low," said Mayo. He said this
offered an opportunity to lure drinkers away from other brands with a
campaign that capitalises on the core characteristics of the
product.
In a separate development, FNL Communications will work with AMVB London
as one of a quartet of regional hubs to develop a worldwide Guinness
campaign.
FNL's appointment follows the brand's global agency realignment in
January.
Sarah Martin, marketing manager for Guinness Australasia, said FNL
Communications' involvement will mean that Australian creatives will
have input into advertising for the first time.
The account is worth Adollars 1 million and also includes the Kilkenny
brand.
FNL will meet with London, New York and Dublin creatives next month to
plan a worldwide strategy. Guinness spends USdollars 320 million a year
on advertising globally.
FNL competed against Saatchi. Incumbent Singleton Ogilvy & Mather and
Clemenger BBDO did not compete, as they hold the conflicting Lion Nathan
deal.
- Additional reporting by Owen Hughes, Sydney.
