Thursday, September 12

Guinness Turns the Tables

I love when a brand turns the tables and breaks a paradigm ... and that is exactly what Guinness is doing with their new television advertising campaign that is breaking through the clutter.

I've written a lot recently on the new male consumer.  Men are no longer the stereotypical versions of prior generations, and this beer commercials shows that the brand is no longer a stereotypical version of prior brands either.

There are no bikinis, no dogs, no beaches, no parties ... just men being men.  Today's men.  Bravo!

I don't see evidence that this is part of an integrated campaign, which would be a miss, but I may just not have seen it yet.  Maybe there's more to come given the positive response to this campaign.  It's a huge opportunity for the brand.

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur and Huffington Post

PS - My new book on personal branding launches next week.  Take a look at my new website to learn more about it!  Thanks!


  1. A great spot ! And really enjoyed seeing Guinness sponsor the Harvey Awards this weekend at Baltimore Comic-Con too.

  2. I was at a NYC Fashion Week event tonight and a friend told me that they did the music for this piece. #SmallWorld. JIM