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#TBT: Guinness is Good For You

Thu, May 29, 2014

by DeAnna DeCaluwe, Creative Communication and Design

Yes, this week’s TBT is looking at another beer company. This beer company just so happens to be the beer company that cemented my fate in the ad game.

I have written in the past about my career in advertising as stemming from the show “Who’s the Boss?”. What I haven’t written is that I actually entered college declaring myself a Marketing major.

While in college, I studied abroad in Harlaxton, England. While I was there, I did a bit of travelling. One of the destinations of my travels was Dublin, Ireland, birthplace of – you guessed it – Guinness.

I, in true tourist fashion, toured the famous Guinness brewery at St. James’s Gate, and, after seeing an entire floor dedicated to their beautifully created ads, immediately called my advisor and changed my major to Advertising.

But I digress. Guinness has an incredible backstory dating back to 1759, when Arthur Guinness signed a 9,000 year lease for an unused brewery at St. James’s Gate. By 1886 Guinness had become the biggest brewery in the world, producing 1.2 million barrels annually.

In 1929, with the help of advertising agency SH Benson, Guinness started advertising. Their headline, “Guinness is Good For You,” was derived from informal focus groups conducted in London pubs. When the locals in the pubs were asked why they were drinking Guinness, 9 out of 10 responses were “Guinness is good for you.”

The featured ad below shows 7 glasses for 7 days of the week, claiming 7 key reasons to drink Guinness – strength (which would become the feature in following campaigns), nerves, digestion, exhaustion, sleeplessness, its tonic effects, and the blood. These claims are obviously no longer endorsed by the company.

Cheers to Guinness for 85 years of advertising, the history of which drew me in – and made me change my major.



Guinness: http://www.guinness.com/en-us/

Guinness: A campaign that’s been brewing for 80 years, by Ian Burrell http://www.independent.co.uk/news/media/advertising/guinness-a-campaign-thats-been-brewing-for-80-years-1419144.html

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