The pitch was designed to explore ways of building the Guinness brand beyond Southeast Asia, where it is strongest, and re-establish the stout as the beer of choice for younger drinkers.
James Thompson, the marketing and innovation director, Asia-Pacific, Diageo, said: “In Asia, the core of our business has been in Singapore, Indonesia and Malaysia. We wanted to grow in the rest of the region.”
China, where Diageo recently struck a distribution deal with Carlsberg, has been earmarked for future growth. So too has Korea, where the Guinness business has doubled in a year.
Thompson added: “There is a stigma that Guinness is drunk by uncles in coffee shops. We don’t want to neglect older drinkers, but we will increasingly be targeting the 25- to 35-year-old segment and refreshing our strategy. Guinness is poised for a new era in Asia.”
BBDO’s appointment ends Saatchi & Saatchi’s relationship with Diageo in Asia.
Saatchi & Saatchi Singapore and Malaysia CEO John Foley reflected: “Obviously we are very disappointed, as we’re extremely passionate about the Guinness brand. We gave it absolutely everything to ensure that we made it really difficult for Diageo to move the business.”
Guinness turns to BBDO in Asia
Asia-Pacific - After a long, hard-fought pitch, Diageo has handed Asia-Pacific creative duties for Guinness to BBDO as the alcoholic drinks giant looks to revive the fortunes of its iconic beer in the region.
