While huge in other markets, Guinness is still a relatively small player in South Korea -- but brand owner Diageo has plans to change all that. A major new brand campaign in that market is built around the hashtag #TasteofBlack and tackles the perception of an overly strong or challenging taste, provoked by its black color.
The campaign, by Iris Worldwide, focuses on six distinctive taste and flavour characteristics of Guinness, specially tailored to Korean drinkers: smooth, deep, creamy, bold, rich and amazing. It invites people to create their own description of the taste or flavor of Guinness and then share their experience on social media.
Director John S. Park and production company The Sweet Shop worked on a stylish TV commercial, seen here, which kicks off the campaign exploring the six characteristics using artists' impressions. Three of Korea's biggest opinion leaders, who feature in the film (Daedoseogwan, Banzz and Korean Englishman) will also create their own YouTube content based on their own #TasteofBlack experience.
The style-centric approach is reminiscent of the brand's play in Africa from last year, "Made of Black."