Stout with marketing clout!


When considering the few great marketing campaigns of years gone by, there’s always one company that consistently crops up no matter which market segment you ask – Guinness. Their iconic and intelligent adverts have delighted consumers since the early 20th century, but why is it that this Irish stout from Dublin has the power to stick with consumers right up to the bar when other companies that also spend multi millions on campaigns often flounder when it comes to consumer retention?

Nick Britton, Guinness Marketing Manager at Diageo, said that Guinness has a history of iconic advertising and that “Guinness has always been synonymous with iconic advertising and the brand presents great territory to connect with consumers that never settle for the ordinary.”

Perhaps this ‘connection’ with the consumers is the reason these adverts remain ingrained into our thoughts however, how do they account for consumers who actively do not drink Guinness but are still amazed by their advertisements? Perhaps this is the genius of AMV BBDO that attributes to Guinness’ award frequently being decorated with industry praise and awards.

At Zeelous, we decided it was time to look back through Guinness’ marketing history and try out “17:59 – Guinness Time” for ourselves.

The Zeelous Guinness Chart Show

In at #5:


Ok, so we may be a little biased being an all female agency but Guinness’ infamous ‘Fish on a Bicycle’ ad really struck a chord with Team Zeelous

In at #4:

This simplistic advert was created as part of a campaign by J Walter Thompson (JWT) who took over the Guinness account in 1969. “Black Pot” helped to enforce the brand’s uniqueness compared to other beers due to colour and texture and won the brand critical acclaim. We at Zeelous love the fact that this advert is not pretentious or overly intelligent. It is minimalist and focuses around a single idea – the synchronicity between potting the black in snooker and finishing a pint of Guinness – C’est Magnifique.

In at #3:

‘noitulovE’ was another brainchild of AMV BBDO and won the Grand Prix at the Cannes Lions Advertising Festival and Zeelous believe that was rightly so! To communicate to consumers that drinking a pint of Guinness is the fault of millions of years of evolution and was almost preordained throughout science and history is a very clever way of promoting brand awareness. Who wouldn’t want the purchase of their product to be thought of as a basic human instinct?

In at #2:

The ‘Clock’ advert is Guinness’ latest offering to the marketing world and was unveiled in January 2013. Guinness and AMV BBDO almost seem to be retracing their steps back to previous ‘story-telling’ adverts such as ‘Surfer’ and ‘Tom Crean’. Whatever the thinking behind ‘Clock’ we at Zeelous are big fans and love how Guinness seem to be able to consistently personify their brand to identify with day-to-day human life and interaction. Hitting the brand positioning and awareness jackpot again, hey Diageo?

In at #1:

Albeit not the most original choice for the top spot but this is undoubtedly, in our opinion, the best advertisement created by Guinness with few competitors or even companies in general ever coming close to this level of creativity without being too random or too generic. We take our hats off to you!

During this run down of Zeelous’ favourite Guinness advertisements, we are well aware that we haven’t even scratched the surface of any of Guinness’ print ads or even their general marketing strategies that excite us even more. What we have learnt from this however, is that one thing that is for sure; this is a marketing department that truly is ‘Made of More’.


Let’s play critic for the day…

I think we have stayed quiet long enough, but we finally have to let you all know how we feel about the Lenor ‘clean sheet week’ advert which is STILL on our screens…

lenor1 … incase you have not yet seen it.

The worst 2 moments of the video are at 00:15 seconds when the lady looks as though she says “really” however the words we hear are “days ago?”, and again at 00:19 seconds when the man is lay on the bed and we hear “Lenor?” but we actually have no idea what his lips are really saying…but it definitely is not Lenor!


Companies pay advertisers thousands, maybe even millions to create TV advertisements for them, and with the amazingly talented people we have in the advertising field and the amount of technology and technological whizzes out there who can put things together, why are we still stuck watching the appalling lip dub advert from Lenor? If we are getting to the stage in technology and animation where we can create people and animals on screen which do not exist and make them look life-like, then why can we not have adverts where the actors’ words match their lips? Surely it’s not too much to ask…

Although some parts of the advert are well put together we feel as though there is no excuse for there to be any moments where we are left thinking “they clearly did not say that”! Why are we still putting up with poor quality adverts in this day and age? We think that Lenor really need to step it up.

What do you think of this advert? Do poor quality adverts annoy you, if so, which ones?
Tell Zeelous….

The Power of Viral Marketing

I’m sure your all aware of the term ‘viral marketing’ by now and the girls at Zeelous are very proud to have made a video that has become viral. With this in mind, we feel it is appropriate to do a little piece on the power of viral videos and how they reach success in such a small space of time.
For those who don’t know, it is the concept of encouraging word-of-mouth referrals online and as a result, it is indisputably one of the most effective mediums of on-going self-promotion a company can employ. Viral marketing is a clever way of promoting your website as you are effectively getting your audience to do all the work for you, but for this to be successful you will need a fantastic idea and a brilliant strategy to get people aware of it.
Rather than explaining viral marketing, we feel that a perfect way of showing the success of viral video’s is to give a very current and hugely successful example, YG Entertainment’s Gangnam Style.

Step 1 – the set up stage.
YG Entertainment had spent a significant amount of time, before the song came along, setting up an office in America and exploring partnerships with artists such as Will.i.Am. At this point they were preparing their audience and connections for the right song to arise.
Step 2 – the content
Now that they had prepared the platforms and audience they were ready to really gain exposure when the time was right. Their focus was now to make the content something special.
The song was eye catching; the bright flashy colours being hugely attractive for kids. Crucially, language was not a barrier, instead comprehensible lyrics were replaced by a ‘catchy lyrics and a punchy chorus.’
Step 3 – coverage
On day one, the YouTube video had received over 500,000 views and by the slow and decline they finally reached a whopping 1 billion views. This was due to tweeting by celebrities and online articles by Gizmodo and Gawker, but was mostly down to the way the campaign was cleverly and strategically planned to get everyone watching the video.

From this example we see something really special arise in such a small space of time and it clearly demonstrates the power of viral marketing. We love seeing new viral videos arise, such as the Harlem Shake and how they manage to get everyone in on the hype from something so simple, but we know at Zeelous that behind the scenes, it’s more than just a video.

Let us know what videos you like!!

Unboxing – what is it?

Why not take the time to explain the concept behind our new university project, you might know our new project as the Kinder Cow.

If you haven’t seen it I suggest you look now….   

For all of you wanting a definition “Unboxing is the unpacking of new products, especially high tech consumer products. The product’s owner captures the process on video and later uploads it to the web. The term has been labelled a new form of “geek porn.””

Basically a person will buy a product and film themselves with it, they usually show the packaging, explain what it is then they’ll literally unbox or unwrap a product and show the camera what’s inside then explains what it does. You can find unboxing on YouTube, people unbox things from Apple Products to clothing deliveries (yes, people actually will pull their order out of a bag and show you what they have bought).

Just to explain what we have done and how we’ve done…

We “unboxed” a kinder egg, unwrapping the egg and showing the toy you find inside, rather than making it boring and talking you through the opening of an egg we tried to make it fun by having a flying cow lay the egg then the toy hatch out! At this precise moment in time YouTube says we have 22,728 views and it’s only been online for 4 days!

We’re taking this time to say a massive thank you to Lord Alan Sugar for supporting our project and retweeting it, it’s helped us massively!

Now go and see what unboxing videos are out there, enjoy!