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’.


Female graduates shorthanded by 28% at the start of their career, just because they aren’t male.


Times have changed over the past few centuries. Women are no longer constrained to housework and cooking meals for their husbands who are labouring all day. So why is there still inequality in the workplace?

A study from the University of Warwick’s Institute for Employment (and commissioned by the Higher Education Careers Service), called Futuretrack, analysed the salaries of more than 17,000 recent graduates in full-time work and found that a substantial gap persists between males and females earnings.

Despite the fact that The Equal Pay Act made it illegal to pay women a lesser wage than men in 1970, graduated females are still to this day being financially suppressed on the basis of their anatomy.
For example, a female law graduate can expect to earn 28% less than a male at the start of her career. See the full article here… (

As you can tell from our blog, Zeelous is tied together by 6 female Advertising students, all as ambitious and hardworking as one another, and striving for a successful career in the industry.
We needed just as many UCAS points as males to get a place to study this degree, we submit equal amounts of work, feel the same stress/pressure and all use as much creativity, energy and effort – which is what will drive us into our dream careers. How is it, after all our hard work, that a male colleague will earn an average of £8,000 a year more than us?

The ladies of Zeelous have turned into a flock of fire-breathing dragons after learning of such a covertly sexist workplace! We wonder if there will ever be a day were hardworking women don’t have to fight/protest to be seen as equal to our male counterparts?

This might be a man’s world gentlemen – but don’t forget – it would be nothing without a woman or a girl 😉

Are you frustrated too? Tell Zeelous all about it…