Through the innovative approach, Guinness not only challenged the norms of the Indonesian beverage market but also established itself as a key player.
Service
Marketing campaign, Branding
Client
Guinness
Industry
Food Industry
Challenges:
In the dynamic Indonesian beverage market, iced tea reigns supreme, while lager maintains a stronghold in the beer sector. Guinness faced a unique challenge: breaking through these dominant preferences to gain market share. Despite its distinct consumption occasion, research revealed that Guinness significantly enhances the flavors of Indonesian cuisine. To carve out its niche, Guinness embarked on an ambitious campaign to do what no lager brand had dared to do.
Solutions:
To address these challenges, Guinness launched a series of innovative digital intrinsic films showcasing some of Indonesia’s most famous cuisines. These films featured special sound designs using the sounds of beer, cooking, and unique local instruments, creating an immersive experience for viewers. The highlighted dishes included Babi Guling, Iga Bakar, Patin Bakar Bambu, Ayam Taliwang, Daging Asap Sei, and Sate.
To further captivate the audience, Guinness introduced the concept of Food Pairing with renowned celebrity chef Renata Moeloek. This initiative was supported by an extensive marketing campaign, including car branding, strategic out-of-home advertising, and comprehensive digital amplification.
Results
The results of this bold campaign were astounding. The initiative generated 69 million impressions, reached 27 million viewers, and engaged 1.6 million people. Activated outlets experienced a remarkable 547% increase in sales. In Bali, the market share of activated outlets surged from 2% to an impressive 24%, marking the highest growth since 2016. Overall, Guinness achieved a 4% increase in market share, successfully expanding beyond its usual consumption occasion in a territory previously untapped by competitors in Indonesia.
Through this innovative approach, Guinness not only challenged the norms of the Indonesian beverage market but also established itself as a key player, proving that bold strategies and deep cultural engagement can drive substantial growth and brand loyalty.
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