Guinness shuns models for new stout look

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SINGAPORE -- United Stout Marketing, marketer of the Guinness stout drink in Singapore, is aiming to challenge conventional beer advertising by portraying "ordinary" women, rather than models, in its latest campaign through Ogilvy & Mather Advertising, Singapore.

Titled, "The Three Ladies," the TV, poster, press and point of sale campaign features three women in different situations attempting to "Spot the Guinness drinker." The women, none of whom are slim, were picked for "their ability to have fun and to have a good time," the company says. The ads promote the brand's new packaging.

"We have challenged conventional perceptions of beer advertising in Singapore by casting three fun girls with great character who you would want to spend time with in a bar, as opposed to the usual supermodel stereotypes," says Les Buckley, general manager of United Stout Marketing.

In one poster execution, the women are wearing silky black dresses and are draped seductively around an outsize bottle of Guinness, under a headline that reads: "The New Look. Strong. Smart. Sexy."

O&M Creative Director Lim Sau Hoong says of the campaign: "Advertising is about making a difference to grow a brand. We are sure that in having the confidence to be different, Guinness has been able to lead rather than follow stereotypical beer advertising formulae."

The promotion for the black stout drink, which originates in Ireland, is set to roll out regionally later in the year. The campaign also includes a competition in which Guinness buyers can win Harley Davidson motorcycles.

Copyright July 1998, Crain Communications Inc.

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