SEDUCED BY FIRE
7. Commerce Kancils [7.4 Best use of Targeting, Insights and Personalisation]

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.


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