KUALA LUMPUR: Guinness Anchor is re-branding itself to keep pace with the younger generation by changing its bottle design and having a new tagline: Someone’s Going To Do It. Why Not You?
Its slimmer bottle will greet stout drinkers in all clubs, restaurants and kopitiams while a million-dollar advertisement blitz of Guinness’ fictitious character Adam King will be screened in cinemas nationwide.
In the clips, Adam King is portrayed as a young man who can be anything he wants to be because he believes he can do it.
“Adam King can be a best-seller writer, a talk show host, an entrepreneur or even an astronaut because he believes he can be one,” said Guinness Anchor Berhad general manager for marketing Ng Yoke Pun during the media launch to announce the new bottle design here yesterday.
Ng said the rebranding exercise was necessary to attract the market between the ages of 25 to 35 while retaining the older ones who were traditional stout drinkers.
“Even though the bottle may have changed, the familiar and well-regarded flavour and taste of Guinness will remain,” he added.
On the other hand, Ng said, traditional drinkers in kopitiams might not able to associate themselves with the suave Adam King, and so a different campaign had been carried out to retain their loyalty.
“For this target market, we will have a ‘bonding session’, where this group of people can have fun playing games like cards, wheel of fortune and auctions,” said Ng.
He said this strategy seemed to be working out well.
Guinness Anchor managing director Theo de Rond said Malaysia was chosen as the first country in the world to launch the new bottle as it remained the largest market in South-East Asia and sixth largest in the world.
“The introduction of the new Guinness bottle thus heralds a significant change in the image and positioning of a product that has been in Malaysia for over 100 years,” he said.