Guests clinking glasses over Guinness Draught in a can.
GUINNESS Malaysia grabbed the attention of fans with the launch of its House of Guinness.
The event introduced the Guinness Draught in a can concept to the Malaysian market in a fully immersive and experiential way.
Fans of the brew discovered the magical innovation behind the latest entrant in the Heineken Malaysia Bhd portfolio.
When fans arrived at the location, they had to earn their taste of Guinness Draught in a can by completing three missions.
After learning about the history and evolution of Guinness, guests were sent to complete their first mission with the hint “The widget is the key”, where they had to grab the right widget in a blower room.
This is where the nitrogen widget – a white plastic ball filled with nitrogen gas inside each Guinness Draught in a can – came into play.
They were then given the second highly Instagrammable task, “Activate the Widget”, which evokes the magic of this innovative product with a light show representing the widgets and nitrogen.
A guest attempts to complete her first mission at House of Guinness.
Lastly, the “Release the Nitrogen” mission saw fans stepping into a giant Guinness Draught in a can.
Inside the giant can, they had to release the nitrogen to experience the iconic surge-and-settle that gives Guinness its cold, creamy head.
Those who completed all three missions were awarded the title of Guinness Innovation Expert and their first sip of Guinness Draught in a can.
In eight weeks, the House of Guinness saw a total of 14,580 visitors, including members of the media and lovers of Guinness coming together to welcome the brew into the Malaysian market.
Their attendance has set Guinness Malaysia on fire, with a total of 6.6 million reach.
The campaign’s public relations efforts garnered media coverage with a score of 97% on the Media Quality Index (MQI) and 77 million PR impressions to-date.
“We invited Guinness lovers as well as new drinkers to immerse themselves in the House of Guinness which offers unique experiences,” said Guinness Malaysia marketing manager Shaun Lim.
“Through this call to adventure, fans learned about Guinness Draught in a can in a playful way, and got a taste of why this product is so innovative.
“The experience was curated to resonate with the passion points of millennials and Gen Z who are of legal drinking age.
“The amazing response is a testament to the brand’s ambition,” Lim added.
With the collaborative effort from all stakeholders and agencies including Sambal Lab, which was the key driver of the concept, strategy and design of the House of Guinness, the brand was able to introduce Guinness Draught in a can to the Malaysian market.
Guinness Malaysia will be back with more reasons to celebrate in conjunction with International Stout Day 2022.
There will be more updates in coming weeks.
All activities at the House of Guinness were conducted in full accordance with the standard operating procedure set by the government.
For details, visit Guinness Malaysia’s social media pages at www.facebook.com/ guinnessmalaysia and www. instagram.com/guinnessmy.
Guinness and all related promotions and activities are strictly for non-Muslims aged 21 and above only.
Guinness Malaysia advocates responsible consumption and urges consumers not to drink and drive.
