SEDUCED BY FIRE
7. Commerce Kancils [7.1 Best use of Commerce (physical)]
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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 side.
Asking non-drinkers to come to the pub wasn't going to work.
And they're not about to bring Guinness home either.
Now, it's a fact that most Malaysians are foodies.
It's also a fact that Guinness tastes great with food and in food.
The best way to bring out Guinness's distinct flavour, aroma, and colour is through fire.
After all, Guinness's deep ruby-red colour and bold flavour come from barley roasted on an open flame.
Solution:
Bring together Guinness loyalists and people who fear the dark.
Expand the use of Guinness. Two ways:
1. PAIRING. Demonstrate how Guinness perfectly compliments flame-cooked food.
2. INGREDIENT. Give them a taste of heaven, ie Guinness-infused foods cooked over an open flame.
