Magazine article Marketing

50 Years of Fame: Brandfame - Guinness

Magazine article Marketing

50 Years of Fame: Brandfame - Guinness

Article excerpt

Guinness was in at the start of ITV, one of the select group of brands that appeared in the first commercial break.

The first ad plundered a successful poster campaign, featuring comedian Charlie Naughton from The Crazy Gang as a zookeeper with a temperamental sea lion that would only respond to German words of command.

While Guinness has been a regular on ITV ever since, it did not begin to set the creative standards for which it has become famous until 1970. That was the year it launched 'The ages of man' campaign, showing a baby's bottle, a pint of milk, a fizzy drink, a glass of lager and a Guinness, with a voiceover that concluded: 'It's good to grow up.'

In 1979 the brand reintroduced the Guinness toucan, an icon of its print advertising since 1935. But the ads did not prevent sale volumes falling by 38.5% between 1972 and 1981.

The arrival of the 'Guinless' campaign in 1983, with its message that going without the black stuff was not good for you, helped achieve spontaneous recall of 87%.

In 1985, the brand moved on, introducing the 'Genius' strapline. The first execution, 'Natural genius', represented the goodness of Guinness through images of earth, sun, fire and water. …

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