GUINNESS FOR PEOPLE WHO DON'T DRINK GUINNESS
5. Design Kancils [5.9 Product/Service Design (Eligible for Innovation)]
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Links:
Product/Service:
GUINNESS DRAUGHT
Client:
Guinness Malaysia (Heineken Malaysia Berhad)
Brief:
Guinness is the world's best-selling stout.
But not everybody has embraced the dark and bitter side.
Asking the latter to come to the pub wasn't going to work.
And they're not about to bring Guinness home either.
Solution:
So we invited them to a cookout.
DESIGNED BY FIRE
Enjoy Guinness-infused flame-cooked food at a full-on festival.
Bringing out Guinness's distinct flavour, aroma, and colour through fire.
Guinness's deep ruby-red colour and bold flavour come from barley roasted on an open flame.
Then and now, the best way to bring out Guinness's distinct flavour is through fire.
Flavour by Fire turned a familiar product (Guinness) into something new (Guinness-infused flame-cooked food) for people who didn't drink Guinness.
Together with renowned grill-masters & chefs, we designed a range of flame-cooked delicacies with Guinness as the key ingredient.
