GUINNESS will unveil its 1996 advertising campaign today based on the theme "Not Everything in Black and White Makes Sense". Costing £2 million, the campaign includes television, cinema, outdoor and press advertising.
The campaign, created and produced by Bell Advertising, introduces a new 90's style to the black and, white themes used before by Guinness in a number of commercials and follows "Anticipation", which has been running since 1994.
Previous the themes included "30 Seconds of Darkness", "Sink the Black" and "It's Amazing What You Can See in the Dark".
Guinness has been directing its advertising towards the younger audience since the early 1980's and the strategy has "proved extremely beneficial", according to the group, which says its stout is the number one brand among 18 to 24 year old drinkers with eight in every ten drinking Guinness.
Growth in sales has continued over the past six months. Guinness said an additional 8 million pints of Guinness have been consumed in Ireland since January and that this was driven mostly by the younger drinkers opting for Guinness.
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