Draught Guinness in Cans: Hard to Believe but Easy to Swallow -IPA Effectiveness Awards Case Study 1990

Brief Description: Launch of Guinness in cans. Objective: to overcome consumers' disbelief that canned draught could be genuine. Media: 2 TV bursts with poster, press and radio support. Test market launch in 3 regions. Evaluation: sales success for the product and for Guinness as a whole. Rapid increases in awareness and trial. A 'free can' promotion helped trial. 30% of all trial consumers were new to Draught Guinness - half went on to try it in the on-trade sector. National roll-out was equally successful. ;---(TAGS)--- Full Title: Draught Guinness in cans : hard to believe but easy to swallow ; Number: 1990/210 ; Brand Name: Guinness ; Draught Guinness in Cans ; Client: Guinness ; IPA_ProductCoding: Drink (Beer/lager/ale) ; Drink (Alcoholic drinks - all) ; Agency: Ogilvy & Mather ; Author: Martin Hayward ;