In an attempt to win over the South Korean market, this ad by Guinness tried to use the beer's brand's signature dark color to its advantage. The campaign, titled #TasteOfBlack attempts to alter the perception that has hampered Guinness' popularity, its dark color. The South Korean beer market is dominated by local brews and it has been difficult for other beer producers to make their way into the booming Asian country.
The #TasteOfBlack campaign and this ad by Guinness instead embrace the very thing that has been halting its success. The commercial features celebrity appearances from some of the country's biggest stars. The ad attempts to create a cutting-edge aesthetic surrounding the dark ale. Guinness promotes its beer as smooth, bold and rich to help alter the brand's perception -- associated with a taste that is overly strong. Guinness is also hosting a social media contest that will give winners limited edition merchandise from the brand.
Perception-Defying Beer Ads
This Striking Ad by Guinness Aims to Win Over the South Korean Market
Trend Themes
1. Brand Perception-changing Campaigns - Guinness' #TasteOfBlack campaign attempts to change the perception of its dark color to its advantage.
2. Celebrity-endorsed Advertisements - Guinness' commercial for the South Korean market features appearances from the country's biggest stars.
3. Social Media Contests for Limited Edition Items - Guinness is hosting a social media contest that will give winners limited edition merchandise from the brand.
Industry Implications
1. Alcoholic Beverages - Beer producers, such as Guinness, are constantly competing to enter the South Korean beer market dominated by local brews.
2. Marketing & Advertising - Guinness' #TasteOfBlack campaign and commercial in South Korea showcase innovative approaches to altering a brand's perception.
3. Entertainment & Celebrity Endorsements - Using celebrities for advertising campaigns, as Guinness has done, is a marketing strategy that continues to disrupt various industries.