Effort: "Win Your Own Pub in Ireland."
Agency: ClarionPromotion, Greenwich, Conn.
Twist: How do you breathe new life into a highly successful but aging promotion? For its fifth annual contest giving away an actual Irish pub to the winner of an essay contest, Guinness hired a new agency. ClarionPromotion, in turn, decided to draw upon the promotion's own history for new creative elements. This year's promotion uses pictorial essays of past contest winners appearing in front of their pubs with the words: "I did!" Excerpts from previous essays are also included.
Vital statistics: The contest invites consumers to write a 50-word essay on "Why Guinness is My Perfect Pint." Ten finalists will travel to Ireland to compete for the grand prize: Finucanes Pub in Listowel, County Kerry. Print advertising, point-of-purchase materials and a Web site (www.guinness.ie.com) back the effort. Contest entry deadline is today.