|Brand||ASIA PACIFIC BREWERIES SINGAPORE|
|Product / Service||GUINNESS|
|Entrant||BBDO PROXIMITY SINGAPORE, SINGAPORE|
|Entrant Company||BBDO PROXIMITY SINGAPORE, SINGAPORE|
|Advertising Agency||BBDO PROXIMITY SINGAPORE, SINGAPORE|
|Ronald Ng||BBDO Proximity Singapore||Chief Creative Officer|
|Primus Nair||BBDO Proximity Singapore||Group Creative Director|
|Wai Khuen Yee||BBDO Proximity Singapore||Creative Director|
|Nikhil Panjwani||BBDO Proximity Singapore||Copywriter|
|Pimwadee Lai||BBDO Proximity Singapore||Copywriter|
|Gary Lim||BBDO Proximity Singapore||Art Director|
|Gary Lim||BBDO Proximity Singapore||Designer|
|Gary Lim||BBDO Proximity Singapore||Illustrator|
|Joe Braithwaite||BBDO Proximity Singapore||Account Supervisor|
|Fiona Huang||BBDO Proximity Singapore||Account Manager|
|Andy Wilson||BBDO Proximity Singapore||Head Of Strategy/Asia|
|Anne Lee||BBDO Proximity Singapore||Production|
In South-east Asia,Guinness Draught is served only in select upmarket bars frequented by expats and affluent locals. Other clubs can’t justify keeping Guinness on tap due to the lack of volume, and hence, don’t offer Guinness Draught in a pint to their patrons. In order to cater to more Guinness drinkers,Guinness Draught was introduced in a bottle format,appropriately termed Guinness Draught in a Bottle. Also known as GDIB. In terms of taste,GDIB was almost identical to the traditional Guinness Draught,but as the ritual of being served a pint is quite different from that of a bottle,the regulars needed some convincing.
To convince Guinness drinkers, that Guinness Draught in a Bottle contains the same liquid as the traditional Guinness Draught.
We kept the messaging quite simple: GUINNESS DRAUGHT. NOW IN A BOTTLE. It was in the aesthetic interpretation, that the message was brought to life. We re-imagined the familiar Guinness pint iconography in the visual language of the new bottle. And created a graphic continuum between bottle and pint to leave people with the illusion of ‘pint in a bottle’. Metallic gold was cherry-picked as the contemporary palette and traditional lithography printing techniques were used to allude to the coming together of the old and the new.
The art-prints were placed in various clubs and bars stocking GDIB. Not only did they break through the clutter that is beer advertising, they appealed to the discerning hip-millennials of today.