Southeast Asia: Guinness steps up beer label war with Adam King

The campaign is an extension of last year's 'Someone's going to do it. Why not you?' push featuring Adam King. It uses similar taglines, such as 'Everyday someone, somewhere achieves something new. Sometimes on a grand, dramatic scale. Sometimes on a more personal scale'.

Developed by Saatchi & Saatchi, the campaign will run in Singapore and Malaysia for up to nine months and comprises print, TV and cinema advertising, as well as below-the-line activities at drinking establishments and POS.

Guinness ranks among the top three beer labels in Singapore and Malaysia, taking 20 per cent share across Southeast Asia. Malaysia is understood to represent the brand's third largest market in the region and sixth largest market globally. However, it is facing more competition from Tiger Beer and Carlsberg.