Guinness Black Lager: Black is Better

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The Brief:

Find refreshment where you expect it least.

This was part of a new business pitch.  I was the third person in a traditional creative team.  We developed several campaigns. All of these campaigns centered around real events that would play out across social media.

Role: Creative Technologist, Technical Director, Producer, Media

SOME THINGS ARE JUST BETTER WHEN THEY’RE BLACK

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 SOME THINGS ARE JUST BETTER WHEN THEY’RE BLACK.
Let’s face it, there are certain things in this world that are simply more interesting when they’re black.

More mysterious.
More intriguing.
Seriously, would anyone buy tickets to see “Beige Sabbath”?
Would Johnny Cash have ever played at Folsom Prison dressed in a teal jumpsuit?
Does a “little tan dress” sound nearly as sexy?

At Guinness, we firmly believe the lager category could use an infusion of “black.”
That’s why Guinness created Black Lager.
It’s the first lager that’s crafted with the bold, black, distinctive character of a Guinness,
and yet it still offers the refreshing, easy-drinking taste of a lager.

We believe the world is ready for a more interesting lager—
a lager as only Guinness could do it.

After all, some things are just better black.

TV:

  • Beige Sabbath
  • Creature from the Teal Lagoon
  • The Not-So-Black Knight

BLACK_TV

Other Extensions:

  • Longer Format Video for Cinema and YouTube.
  • Movie Previews are Better in Black – work with theaters to show part of the previews with lights turned up.
  • “Blackout Night” in bars for taste tests.

Facebook Fan pages – We will target fans of all things “Black.”

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 We will create targeted-reach block teaser ads for all fans of pages with “black” in the name. (Filtered to only reach fans of legal drinking age, of course.)

From the Black Eyed Peas to BlackBerry to Jack Black, we will have an instant audience approaching 50 million. Our ads will drive them to the Guinness Black Lager page.

OTHER TEASER ADS FOR FAN PAGES:
HOW MANY CDS WOULD THE “BABY BLUE EYED PEAS” HAVE SOLD?
THERE’S A REASON JOHNNY CASH WASN’T CALLED THE “MAN IN LILAC.”
WOULD YOU GO SEE A MOVIE CALLED MEN IN TURQUOISE?

THE GUINNESS BLACK LAGER FAN PAGE — BEFORE AND AFTER.

Upon first reaching the GBL page, viewers will simply be greeted by a large black square. A small teaser headline will read:

“FIND OUT WHY SOME THINGS ARE JUST BETTER BLACK. CLICK ‘LIKE.’”

Once they become fans, the black square will evolve into an enticing photo of a bottle of new Guinness Black Lager, and they will be told the story of how Guinness created a new lager with the bold character of a Guinness and the refreshing taste of a lager.

  • Fans of the page would receive invitations to free samplings of GBL in their area.
  • They would get previews of the long-format films of all the TV spots.
  • They will be encouraged to “blackout” their own Facebook profile photos to earn invitations to special VIP events, and the “Blackout Nights” in bars.

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