This Striking Ad by Guinness Aims to Win Over the South Korean Market

By: Christopher Magsambol - Oct 15, 2015
References: & fandbnews
In an attempt to win over the South Korean market, this ad by Guinness tried to use the beer's brand's signature dark color to its advantage. The campaign, titled #TasteOfBlack attempts to alter the perception that has hampered Guinness' popularity, its dark color. The South Korean beer market is dominated by local brews and it has been difficult for other beer producers to make their way into the booming Asian country.

The #TasteOfBlack campaign and this ad by Guinness instead embrace the very thing that has been halting its success. The commercial features celebrity appearances from some of the country's biggest stars. The ad attempts to create a cutting-edge aesthetic surrounding the dark ale. Guinness promotes its beer as smooth, bold and rich to help alter the brand's perception -- associated with a taste that is overly strong. Guinness is also hosting a social media contest that will give winners limited edition merchandise from the brand.