Following the success of the #TasteOfBlack campaign in South Korea, Guinness aimed to expand the campaign to other markets in East Asia, specifically China and Taiwan. The challenge was to modify the original TVC to suit these new markets and change the perception of Guinness in these regions. Additionally, in South Korea, the TVC needed to be supported with a nationwide sampling campaign to further engage with drinkers and encourage them to sample Guinness. The campaign was set to run throughout the summer, targeting over 4900 outlets and aiming to get over 100k drinkers to try Guinness. The challenge also included maintaining online awareness of Guinness through a partnership with the dance group, One Million.
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