While the kitschy cute “My Goodness” signs might not play so well to a US crowd, Ronn Torossian 5WPR CEO, believes the folks at Guinness have found a way to impact the crowded beer market in a major way. And, they used simple, evocative, and very creative commercials to make that happen in the Beverage Industry.
Not long ago, a simple commercial with guys playing basketball captured the masculine hearts of the beer market’s target demo with a short bit about men who join their wheelchair bound friend for a game of hoops on a weekly basis.
Now, just in time for Independence Day, Guinness is back with a vengeance, and a commercial that simultaneously keeps the brand center stage, while also reminding viewers of a heartfelt message of patriotism and commitment to those who sacrifice much for freedom.
The brand’s new motto, “The choices we make reveal the true nature of our character,” not only lands squarely where it needs to for an American market, but it also serves as an interesting meta suggestion for the guy buying the next round. Guinness is an interesting choice. Why not stand out from the crowd and skip that “Lite” brand?
It is this deftly directed suggestion, woven expertly into the fabric of the messaging, that serves as a strong example of how to use a simple message to promote a product without making it all seem too over the top.
Most importantly, Torossian believes the Guinness commercials show a strong understanding of their target market. That is the key to winning in any market-based race. You have to grab your customer where they are, and connect in a way that deepens their commitment to your brand.
If you can do that while also speaking a “language” the customer will not have to translate, ie: speaking directly to their heart, you have a winner on your hands.