January 17, 2014
On being in love with Guinness
I’ve been drinking Guinness for years. For too many years. Many moons ago, drinking Guinness was all about Aran Jumpers, the glow of log fires and Irish accents. At the time, I recall exaggerating my Irish Ancestry (I am 3/8th Irish, so my Mother tells me) just to feel closer to the Guinness Brand. I wore an Aran jumper. I sought out log fires. I grew floppy hair, and tried to look as carefree and Gaelic as possible.
Over the years, Guinness has been forced to move towards a more cosmopolitan, urban, international brand image. Maybe Ireland has gone out of fashion. Maybe other minorities are now in the ascendant. Whatever the reason, it all leads to this, their fantastic new 2014 ad set in The Congo, and featuring The Sapeurs:
So now I’m stuck. I absolutely love the ad. I absolutely love Guinness. And I love the Sapeurs and their oh-so-cool clothes. But I know when I’m beaten. My brand impersonation days are over. But what a great ad !!
5 Comments
Fantastic! Love the ad…….
My Guiness story is that my Mum made me drnk it when
I was breast-feeding my 1st!! This was a hang-up from our time living in Nigeria, where women were encouraged to drink G after child-birth, as it’s believed to be rich in iron.
Heh Mark! yes what a great ad! but for what? for African style and maverick spirit? YES! but for Guinness? no I don’t think so! I’m with you babe! Guinness means comfort – in what ever form! just cos Africa is the new “world market” (god help us!) it doesn’t mean you can apply it to everything! leave Guinness out of it!! Guinness deserves its own space!!! now there’s a slogan! hahahhaha! X
Hi Vonni I know what you mean (and we are showing our age) – but Guinness is very big in Africa – and has been for a long time. See you in the sunnier weather… M : )
I love the ad and I love the internationalisation of the persona of Guinness. As you say Guinness is a brand which has had a strong presence in Africa for a very long time – it’s as much a part of their culture as it ours. For me it is much more about the expression and celebration of individuality that stands out as a brand attribute and behaviour in the new ad. And the fact that it’s so joyful – a big move away from the sometimes quite serious and ‘hard male’ personas it created.
Agree Maggie – the joy is what makes it such a great ad ! Mark
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Brand refreshment is probably overdue:
3 years ago
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