The commercial and brand health of Guinness in Indonesia was under considerable regulatory and competitor pressure. For three years running, we were losing large chunks of market share in the all-important end of year period.
In order to deliver growth back into Guinness and introduce it successfully to a new generation of beer drinkers, we needed to overhaul the strategic and creative expression of Guinness.
Using the idea of “unity in diversity”, and the visual language of contemporary Batik design we refreshed the visual identity of Guinness beyond the conventional beer codes, and aligned the brand with a powerful feeling of national pride that is emerging among the new generation of connected, experience-seeking male Indonesians.
With a tightly-integrated campaign that involved pack design, film, experiential, social and trade activation channels, we were able to generate impact, fame and market share that far exceeded norms and expectations.