Added: 06/20/2006 |
Guinness character African advertising campaignThe alcohol advertising can be rather a challenging task at times; alcohol manufacturing companies resort to various creative approaches and strategies. One of such unique advertising approaches is an invention of a Guinness character for the promotion of its beer products in Africa. When the sales of the Guinness company in Africa were failing, this company turned for help to the Saatchi & Saatchi Worldwide advertising agency. This took place in 1999 and the main objective of creating the new advertising campaign for the Guinness brand was to make it one of the most favorite and loved by consumers alcohol brands in Africa and to basically double the sale of this company by the year of 2005.
However, in order to do that, advertisers had to make this brand more universal and relevant for the African consumers. That is how the Guinness advertising character Michael Power came to existence. The whole Guinness character advertising campaign was revolved around the idea of relating Guinness brand products to people's desire to discover in themselves the strength to live their lives more fully and with more potential.
The headline and the main theme of these advertising messages was that drinking Guinness, persons can more fully become who they are and can better express themselves. By creating the Michael Power Guinness character, the Saatchi & Saatchi advertising agency attempted to introduce some sort of African James Bond - a heroic personality, which African consumers of Guinness products could relate to.
The advertising agency created several television and radio short commercials or even movies of some three to five minutes in length. The Guinness character would engage in various adventure scenarios, and expressing the full measure of resourcefulness and virility, he would conquer his enemies and rescue a lady in distress. These short commercial movies became very popular in Africa and many television networks would even repeatedly broadcast them for free.
Starting with the year of 2002, the Guinness character Michael Power started to appear in the commercial movies with some less adventurous, though no less in valor scenarios. A new slogan for those more domestic scenarios was "Guinness brings out the power in you!". This way the Saatchi & Saatchi advertising agency was able to connect in people's minds the image of Guinness products with such emotional and highly positive concepts as strength, virile and triumph.
As the result of all those attempts, the Guinness character advertising campaign produced amazing and brilliant results. The Guinness company was able to extremely boost and actually to double its sales by the year of 2003, which was some two years earlier then the afore set term. Moreover, Guinness became a leader of the African alcohol market and expanded its share up to fifty percent of it. By the year of 2000, the brand recognition of Guinness had reached up to ninety five percent and its Guinness character advertising campaign engaged more of advertising media, such as billboards, cardboard standees and posters.
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