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2006 GOLD BEVERAGES - ALCOHOL
UNITED STATES
Guinness Brilliant!
RAN IN: United States
CLIENT
Diageo
Chris Parsons, VP, Mktg. Brad Essig, VP of Beers Ingrid Bekkers, Brand Mgr. Gabe Sciallis, Consumer Planning Mgr.
Peter Sherman, SVP, Sr. Account Dir. Eric Silver, EVP, Exec. Creative Dir. Dan Kelleher, Creative Dir. Winslow Dennis, Senior Producer Aimee Rifkin, Account Executive
MediaCom
SUMMARY
By changing a more than 1,200-year-old behavior, Guinness Stout wrestled new growth out of an under performing category. By successfully positioning Guinness Draft in a bottle as an authentic way to enjoy the taste anywhere, Guinness not only grew bottle sales dramatically but also succeeded in increasing Guinness sales across all other pack formats, including on tap.
