Extending Guinness' #TasteOfBlack Campaign Across East Asia

• Sales & Marketing

Following the success of the #TasteOfBlack campaign in South Korea, Guinness aimed to expand the campaign to other markets in East Asia, specifically China and Taiwan. The challenge was to modify the original TVC to suit these new markets and change the perception of Guinness in these regions. Additionally, in South Korea, the TVC needed to be supported with a nationwide sampling campaign to further engage with drinkers and encourage them to sample Guinness. The campaign was set to run throughout the summer, targeting over 4900 outlets and aiming to get over 100k drinkers to try Guinness. The challenge also included maintaining online awareness of Guinness through a partnership with the dance group, One Million.

The customer in this case study is Guinness, a renowned Irish dry stout that originated in the brewery of Arthur Guinness at St. James's Gate, Dublin, Ireland. Guinness is one of the most successful beer brands worldwide. It is brewed in almost 50 countries and is available in over 120. The brand is well-known for its deep-colored, caramel-flavored beer that's topped with a thick, creamy head. In this case, Guinness aimed to expand its market reach in East Asia and change the perception of the brand in these regions.

To address the challenge, Guinness edited their original TVC for launch in China and Taiwan, ensuring it was tailored to the tastes and preferences of these new markets. In South Korea, the TVC was supported with a nationwide sampling campaign. Guinness 'Surge Squads' were deployed to visit bars and stores across the country to engage with drinkers and encourage them to sample Guinness and win prizes. This activity was planned to run throughout the summer, targeting over 4900 outlets. To maintain online awareness of Guinness, a partnership was established with the dance group, One Million. This partnership was aimed at driving awareness of Guinness through engaging and entertaining content.

• The operational results of the campaign were significant. The nationwide sampling campaign in South Korea, supported by the 'Surge Squads', effectively engaged with drinkers and encouraged them to sample Guinness. This not only increased the brand's visibility but also allowed potential customers to experience the product firsthand, thereby influencing their perception of the brand. The partnership with the dance group, One Million, helped maintain online awareness of Guinness, driving engagement through entertaining content. The campaign's extension to China and Taiwan also opened up new markets for Guinness, further expanding its reach in East Asia.

• The campaign targeted over 4900 outlets
• The campaign aimed to get over 100k drinkers to try Guinness
• The campaign was extended to multiple markets including China and Taiwan