The Market Store Gives Guinness a Holiday Makeover
Susan Keefe — October 22, 2011 — Marketing
References: themarketingstore & creativecriminals
With the creepiest holiday around fast approaching, more and more brands are showing their scary side in anticipation, and Guinness, with the help of the Toronto-based agency The Market Store, has successfully captured the spooky spirit of the holiday with their new campaign.
The advertisement features a glass of what is commonly referred to as a blonde in a black dress tangled in vines generated from the resident pumpkins of one of the spookiest patches around. I doubt even the Great Pumpkin himself would dread to tread in this dimly lit garden.
The tag line for the ad from The Market Store reads,“The true brew of Halloween.” Stout is generally a cold weather drink, so I would venture to say the end of October marks the beginning of peak stout season. True blue fans of the beer would likely disagree and cite the brew as the perfect anytime beer. Almost black in color, Guinness stout is a thoughtfully grim addition to any Halloween bash.
With former taglines like “life in the Dark,” Guinness stout is one terrifying beverage.
The advertisement features a glass of what is commonly referred to as a blonde in a black dress tangled in vines generated from the resident pumpkins of one of the spookiest patches around. I doubt even the Great Pumpkin himself would dread to tread in this dimly lit garden.
The tag line for the ad from The Market Store reads,“The true brew of Halloween.” Stout is generally a cold weather drink, so I would venture to say the end of October marks the beginning of peak stout season. True blue fans of the beer would likely disagree and cite the brew as the perfect anytime beer. Almost black in color, Guinness stout is a thoughtfully grim addition to any Halloween bash.
With former taglines like “life in the Dark,” Guinness stout is one terrifying beverage.
Trend Themes
1. Halloween-themed Campaigns - Opportunity for brands to tap into the spooky spirit of Halloween and create engaging campaigns.
2. Seasonal Beer Marketing - Potential to capitalize on the changing weather and promote specific beer styles for different seasons.
3. Grim Addition to Events - Innovation opportunity to offer dark and distinctive beverages as a thematic addition to parties and events.
Industry Implications
1. Advertising & Marketing - Companies in this industry can help brands develop and execute Halloween-themed campaigns to attract customers.
2. Alcohol & Beverage - Opportunity for breweries and beverage companies to create seasonal marketing strategies and promote specific beer styles for different seasons.
3. Event Planning & Hospitality - Businesses in this industry can offer unique and thematic beverage options, like Guinness stout, as a distinctive addition to Halloween parties and events.
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