Guinness and Ogilvy Malaysia have launched the Credentials Campaign – “It’s a Matter of Taste” to highlight the beer’s quality ingredients, brewing process and unique taste, which serves as inspiration for building a world where good taste can permeate everything from occasions to conversations.
After winning a competitive 4-way pitch, Ogilvy Malaysia were tasked to provide campaign brand strategy, creative solutions, digital, social experiences, and trade marketing collateral support for their latest Credentials Campaign. Ogilvy has globally held the brand AOR for Guinness for over 40 years.
Pablo Chabot, Marketing Director, Heineken Malaysia Berhad, said: “Ogilvy never fail to deliver on energy and knowledge – a global powerhouse with strong local insights and shared goals. The team showed a great appreciation for our brand values but are also able to think holistically about all the elements that are needed to level up Guinness’s position in Malaysia.”
Nizwani Shahar Chief Executive for Ogilvy Malaysia, said: “Guinness is an iconic brand, and we are proud to be able to drive brand impact and business growth in a modern landscape, speaking to new drinkers. We hold the Guinness flag high having worked on this business for so long, and with this win comes greater renewed energy. Working on the brand, demonstrates how resourceful and creative we can be in a very limited communication environment. We have shared values as brands and businesses: bold, distinctive and with a laser focused drive to succeed.”
“We are extremely proud of our team who demonstrated one of Ogilvy’s core values of always practicing divine discontent, and in their efforts proven our right to continue to be Guinness’s agency partner. We greatly look forward to continuing to drive brand salience and brand preference with big ideas that are meaningful, disruptive and enduring.”
Adrian Miller, Chief Creative Officer, Malaysia, said: “It’s a matter of taste is the ultimate invitation to the world of Guinness – a world with a rich history made up of uniquely brewed ingredients that gives Guinness its iconic taste. This taste is further emphasized by the people who drink Guinness. Individuals who create their own sense of style and don’t follow the herd. They’re sophisticated and know what good taste is. More importantly, they want you to join them.”
The campaign which runs until September 2022, includes social media, modern on trade, traditional off trade outlets and activation across the country. Additionally, special Guinness premiums will also be made available to commemorate the occasion.
Chief Creative Officer: Adrian Miller
Creative Director: Jaz Lee
Executive Group Director: Alicia Yap
Account Director: Sumana Ratilal
Strategic Director: Paul Gage
AV Producer: Loo Seng Tuck
Senior Program Director: Edmund Quah
Program Manager: Caryn Ang