×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

ALE-LURING; ON A ROLL

Published on .

Brand management expert Todd Stevenson has overseen the giveaway of Irish pubs in two essay contests asking consumers to wax poetic about Guinness ale. This fall, he's giving away an Irish cottage.

Age: 33

Title: Group marketing director, Guinness Import Co., Stamford, Conn.

Goal: Making consumers insatiably interested in Guinness ale.

Challenge: A marketing budget that's tiny compared with major U.S. beers.

Tip: Empower all staffers Prediction: Competition from new, darker beers is building the overall beer and ale category.

Revelation: Guinness has the same calories per ounce as skim milk, but no one realizes it.

Most Popular
In this article: