The strategy, developed by Guinness’ agencies in the UK and Ireland, will see the existing ‘Greatness’ line replaced with a statement based on the sense of camaraderie the drink supposedly imbues.
Sources also suggest that ‘Rise together’ will be given an “Asian twist” as Diageo looks to eschew the reputation Guinness has for being a drink for old men.
The new campaign for Guinness will be created by BBDO, which won the business last month (Media 10 July) after a pitch involving incumbent Saatchi & Saatchi.
‘Rise together’ was chosen ahead of a new version of ‘Greatness’ that played on the way the beer is made.
Diageo Asia-Pacific director of marketing and innovation James Thompson was unavailable for comment.
The new positioning will follow marketing activity centred on the brand’s traditional associations with sport.
Last week, Diageo announced that Guinness would be the title sponsor for Singapore Rugby. The three-year deal sees Guinness build on its sponsorship of the Guinness Premiership in the UK and Ireland, the Irish national rugby team and the Hong Kong Sevens.
Professional rugby will also be revamped in the city-state, with the introduction of three Guinness-sponsored divisions, as well as the elite knock-out competition, the Guinness Singapore Cup.
Meanwhile, Diageo is promoting the Guinness 9 Ball pool tour ahead of the finals in Jakarta in October. Saatchi & Saatchi’s regional ‘Pool. Inspired by greatness’ ad has been used to date, targeting audiences from across Southeast and North Asia.
The news coincides with a proposed two per cent price hike for the flagship beer that could add 10 US cents to the cost of a pint of Guinness across the region. The hike is in response to the rising cost of raw materials.
Sources also suggest that ‘Rise together’ will be given an “Asian twist” as Diageo looks to eschew the reputation Guinness has for being a drink for old men.
The new campaign for Guinness will be created by BBDO, which won the business last month (Media 10 July) after a pitch involving incumbent Saatchi & Saatchi.
‘Rise together’ was chosen ahead of a new version of ‘Greatness’ that played on the way the beer is made.
Diageo Asia-Pacific director of marketing and innovation James Thompson was unavailable for comment.
The new positioning will follow marketing activity centred on the brand’s traditional associations with sport.
Last week, Diageo announced that Guinness would be the title sponsor for Singapore Rugby. The three-year deal sees Guinness build on its sponsorship of the Guinness Premiership in the UK and Ireland, the Irish national rugby team and the Hong Kong Sevens.
Professional rugby will also be revamped in the city-state, with the introduction of three Guinness-sponsored divisions, as well as the elite knock-out competition, the Guinness Singapore Cup.
Meanwhile, Diageo is promoting the Guinness 9 Ball pool tour ahead of the finals in Jakarta in October. Saatchi & Saatchi’s regional ‘Pool. Inspired by greatness’ ad has been used to date, targeting audiences from across Southeast and North Asia.
The news coincides with a proposed two per cent price hike for the flagship beer that could add 10 US cents to the cost of a pint of Guinness across the region. The hike is in response to the rising cost of raw materials.
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