Agency: Saatchi & Saatchi, Singapore.
Guinness draws attention to new bottle by inviting drinkers to chhose bizarre shapes
Guinness is introducing a new bottle shape for its Foreign Extra Stout brand in Asia with a witty campaign by Publicis Groupe's Saatchi & Saatchi, Singapore.
Advertising presents consumers with a mock competition inviting them to choose the shape of the bottle from four truly bizarre options, such as the Norse god Thor and a crescent-shaped moon. Each design is accompanied by humorous text that parodies conventional attitudes to drinking, reinforcing Guinness' hip image by showing what the beer brand is not. For instance, an ad featuring a guitar-shaped bottle informs consumers that "fake guitar strings let you accompany yourself during karaoke sessions." Another design, in the form of a bullhorn, is "so realistic you'll feel like you're holding a bull, but a very cold, light and friendly bull." The Thor ad lampoons "macho" beer drinkers.
The campaign is running in Malaysia, Singapore and Hong Kong in magazines including FHM and Men's Health, on outdoor posters and in the form of point-of-sale materials such as tent cards and coasters. The agency also created life-size bottle costumes pitched as "the better, more attractive bottle." Beer drinkers can also call a toll-free number to vote for their favorite bottle shape and hear a humorous recorded message.