For creative types, beer is the Holy Grail of advertising accounts, because almost anything goes. It’s a chance to do outrageous gags with big budgets. But the problem with most beer commercials is that they usually end up being generic and formulaic. Funny set-up, add logo, insert tag line as punch line at the end. Done.
Guinness has always been different. Sure, it’s had plenty of big budget TV spots, but they’ve always been based on the brand’s “unique differentiators” (as they say in marketing-speak): the Irish heritage and the slow pour that a good stout requires. Guinness commercials wouldn’t work for any other brewer.
A Guinness Facebook post recently asked fans to list their favorite tag line from the brand. The responses were many and varied: “Brilliant.” “Good things come to those who wait.” “It’s good for you.” “Guinness for strength.” “It’s alive inside.” “My goodness, my Guinness!” Continue reading