Brief Description: With Guinness holding 80% of the stout market campaign aimed to position Murphy’s as an alternative. The brand had some success in 1993 but there were distribution problems and there was a danger of the brand being delisted. TRB research showed an opportunity as Guinness was seen to have lost the ‘Irishness’ of its core values. Using TV and fill-in press significant volume increases were achieved in both off and on-trade. A 97% sales increase achieved by advertising over the advertised period, for off-trade. Similar effects seen on-trade with campaign accounting for 51% lift in volume sales. Paper discusses how campaign worked against Guinness advertising. Estimate of advertising payback included. ---(TAGS)---Full Title: Murphy's Irish Stout ~ Murphy's: One brands weakness, another brands strength; Number: 1996/221; Brand: Murphy's Irish Stout; Client: Whitbread Beer Company; Product Category: Drink (Beer/Lager/Ale) ; Drink (Alcoholic drinks - all); Agency: Bartle Bogle Hegarty; Author: Giselle Okin; Prize Winners: Bronze;(Ref: Adworks 9)