Robin Hicks
Aug 20, 2008

Guinness set to bring 'Rise together' to Asia

ASIA-PACIFIC -Diageo will introduce to Asia its global 'Rise together' positioning for Guinness as part of a plan to revive the fortunes of the iconic stout in the region.

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...

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