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“It’s Alive Inside”

This overview highlights the rich history of Guinness, founded in 1759 by Arthur Guinness at St. James’s Gate Brewery in Dublin, Ireland. The first shipment to the U.S. occurred in 1817. While the brand has seen growth and challenges, including increased competition from Heineken and Stella Artois, it remains a staple, particularly on St. Patrick’s Day. The brand is currently promoting its latest advertising campaign "It’s Alive Inside," showcasing the complexity of its beer. Guinness maintains a 3.4% market share, and in 2007, it invested significantly in advertising.

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“It’s Alive Inside”

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  1. “It’s Alive Inside”

  2. History • Started in 1759 at St. James’s Gate Brewery in Dublin Ireland. • Founded by Arthur Guinness • First record shipment to the US was in 1817 to South Carolina • Parent company is Diageo • Tanqueray – Captain Morgan – • Red Stripe – Smirnov – Baileys – Johnnie Walker – Gordon’s etc.

  3. Brilliant!! • Ends after four years of airing • 2 Reasons; • Increase in market size due to Heineken and Stella Artois • Us does not understand the Guinness beer • Moving more to informative advertisements

  4. Alive Inside • Current Ad campaign • Portrays what is actually going on inside a pint of beer. • ...“its slightly mortifying tagline "It's alive inside," but I'd be willing to drink my way to the bottom of it.”

  5. St. Patrick’s Day as an Official Holiday “On St Patrick's Day it just has to be GUINNESS® beer - no matter what you might drink on the other 364 days of the year..”

  6. Results • Was awarded the Clio award for cinematography in 2000 • Maintain a 3.4% share in the import market • Super Market Sales are up 7% • Spent $19.1 Million on TV ads in 2007 • Guinness has decrease their budget for 2008

  7. Sources • http://adage.com/songsforsoap/post?article_id=123296 • http://muse.jhu.edu/journals/new_hibernia_review/v007/7.4murphy.pdf • http://www.youtube.com/watch?v=eteWVqVPcTQ • http://www.guinness.com/us_en/ • http://www.proposition317.com/stpats.html

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