For years, Guinness Draught (Guinness on tap) was only available in pubs and bars. If you wanted Guinness at home, you could only buy a bottle or can of Guinness Foreign Extra which comes with a different taste profile minus the smooth and creamy head.
In April 2022, Guinness Draught In a Can (GDIC) was launched in Malaysia. Drinkers can now enjoy the world’s best stout and its famous, familiar head at home or wherever they happen to be.
To launch GDIC, Sambal Lab Malaysia created the pop-up House of Guinness, which ran from 15 July – 4 Sept at APW Bangsar in Kuala Lumpur.
The experience was an immersive mirror of the consumer’s journey of discovering and enjoying GDIC – from picking up a Guinness Draught In a Can to understanding how it makes the perfect head to its ultimate serving ritual.
House of Guinness seeks to educate consumers about what makes GDIC special. As well, it showcases (to trade partners) how retail can be both immersive and experiential.
“We took active-learning to the next level by giving Gen Zs not just a fun experience, but a mentally stimulating one. This immersive education experience allowed them to understand what makes GDIC unique while firmly establishing Guinness as the world’s best stout,” said Balreet Gill, Sambal Lab’s founder.
Each room, each touchpoint was interactive and experiential, showcasing the “potential future of retail,” according to Shaun Lim, Marketing Manager, Guinness Malaysia. At the end of the journey, visitors could download candid pics of themselves and order GDIC via a QR code.
Over 39 days, the campaign brought in <14,000 visitors, 130% of the target. House of Guinness gained 23 million total social media impressions and 58 million total earned media impressions. As well, it saw a <400% increase in GDIC stock orders by trade partners in Q3 (vs Q2).
To put the numbers in perspective, Malaysia’s total population is 33 million. 70% are Muslims who do not consume alcohol. Of the remainders, half are underage and are not allowed to touch the stuff.
House of Guinness is expected to be an recurring event for Guinness.
Agency: Sambal Lab Malaysia
Creative Director: Balreet Gill
Executive Creative Director: Jodh Dheensay
Creative team: Erina Nadzira (Copywriter), Natania David (Designer)
Project team: Chee Sook Yinn (Account Servicing & Activation Lead), Elisa Chiang (Activation Director), Aldrin Anthony and Rohen G (Production)
Creative mentors: Edward Ong & Linus Teoh
Marketing team (Guinness Malaysia): Shaun Lim, Stephanie Woon, Cherilyn Chew