Guinness is going bold with a new ad slogan: “Fortune favors the bold”.  Their latest ad campaign features a bartender sliding a fresh glass of Guinness beer down a bar.  The glass slides off the end of the bar, out the window and starts sliding through the city streets and offices.  At last, the pint arrives into the hands of a bold employee who is in the process of negotiating his team’s salary with his new boss.  The ad closes with a celebratory toast between the team of employees.

The tough state of the economy is one of the motivations behind this bold new campaign.  Although it’s a challenging time for many consumers, Guinness is trying to generate a feeling that ‘we’re going to come through this’ combined with a recognition that people are going to need to make some bold moves along the way.  Turns out that Guinness is doing a great job tapping into consumer sentiment.  Thanks to the campaign, the brand is holding strong compared to the rest of imported beer category, which was down 9 percent overall in 2009.

What are you drinking these days?

This entry was posted on Wednesday, January 6th, 2010 at 4:50 pm and is filed under Customer BuyWay, Strategic Playbook. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.