Guinness MY gives consumers a glimpse into its beer brewing process

Guinness Malaysia and Ogilvy Malaysia have launched the Credentials Campaign - “It’s a Matter of Taste” to highlight the beer’s quality ingredients, brewing process and unique taste.

The campaign, which runs until September 2022, includes social media, modern on-trade, traditional off-trade outlets and activation across the country. Special Guinness premiums will also be made available to commemorate the occasion. A+M has reached out to Ogilvy for additional information.

Apart from shedding light on the process of how Guinness beers are made, Ogilvy Malaysia chief creative officer Adrian Miller, explained that Guinness also wants to convey that its stouts can elevate an occasion by making these shared moments with friends more meaningful and bonded. This is further emphasised in the video which features talents inviting viewers to taste Guinness beers with them. The Guinness beers that were specifically featured were Guinness Foreign Extra Stout, Guinness Draft and Guinness In a Can.

https://www.facebook.com/guinnessmalaysia/posts/pfbid0qsRe4uoEAS2XHMdSuFHZcLjsd3YHrDqtJ4zLG4BdnDWmmGERpAn5gG4zpwSAM4zNl

https://www.facebook.com/guinnessmalaysia/posts/pfbid02sxeYwtJ14bhBtuCWfm8PHtK9Xo6agqVPgzAVXVrDQLRVRFzsXJ9PzHJDpMAUoLUKl

The videos, which employ fast camera work, are also packed with seamless transitions and cinematic sequences, including the lighting of roasted barley grains on fire - hinting to viewers about how the beer is prepared.

On Guinness' website, it describes the precision of its roasting process which gives its stouts a "distinctive taste". This includes roasting one of its key ingredients, barley grains, at 232 degrees Celsius. This particular information has been highlighted in the campaign videos and posters (two of which pictured below).

Ogilvy was charged with providing the campaign brand strategy, creative solutions, digital, social experiences, and trade marketing material support for the campaign after winning a four-way pitch. Guinness has been working with Ogilvy globally for more than 40 years.

Pablo Chabot, marketing director, Heineken Malaysia, said the team showed a great appreciation for its brand values but is also able to think holistically about all the elements that are needed to level up Guinness’s position in Malaysia. “Ogilvy never fails to deliver on energy and knowledge – a global powerhouse with strong local insights and shared goals," Chabot added.

Nizwani Shahar, CEO of Ogilvy Malaysia said: “Guinness is an iconic brand, and we are proud to be able to drive brand impact and business growth in a modern landscape, speaking to new drinkers. We hold the Guinness flag high having worked on this business for so long, and with this win comes greater renewed energy."

According to her, working on the brand demonstrates how resourceful and creative the agency can be in a very limited communication environment. Nizwani said both companies have shared values as brands and businesses: bold, distinctive and with a laser-focused drive to succeed.

Meanwhile, Adrian Miller, chief creative officer of Ogilvy Malaysia said: “It’s a Matter of Taste is the ultimate invitation to the world of Guinness. This taste is further emphasised by the people who drink Guinness. Individuals who create their own sense of style and don’t follow the herd. They’re sophisticated and know what good taste is. More importantly, they want you to join them."

Currently, Guinness is also running an immersive and experiential pop-up named House of Guinness, encouraging consumers to "Bring the pub home". Through this, the brand wants to educate drinkers on the difference between its new offering, Guinness Draught in a can, and the existing Guinness Foreign Extra Stout.

Done together with Sambal Lab, Guinness also wants to debunk the perception that other stout brands are on par with the brand. Guests are required to complete several Instagram-able missions which end with learning how to pour the perfect draught at a pop-up bar. This activation is mainly targeted at Gen Z and tail-end Millennials and aims to attract 14,000 visitors during its 39 days of operation until 4 September.

Related articles:
Hotel JEN looks to partner local brands for unique experience, starts with Beer-cation with Tiger
Tiger Beer MY and Pestle and Mortar Clothing support local talents with new fund