SEDUCED BY FIRE

Agency

SAMBAL LAB SDN BHD

Client

Guinness Malaysia (Heineken Malaysia Berhad)

Product/Service

GUINNESS DRAUGHT

Brief

Guinness is the world’s best-selling stout.
But not everybody has embraced the dark side.
Asking non-drinkers to come to the pub wasn’t going to work.
And they’re not about to bring Guinness home either.

Now, it’s a fact that most Malaysians are foodies.
It’s also a fact that Guinness tastes great with food and in food.
The best way to bring out Guinness’s distinct flavour, aroma, and colour is through fire.
After all, Guinness’s deep ruby-red colour and bold flavour come from barley roasted on an open flame.

Solution

Bring together Guinness loyalists and people who fear the dark.
Expand the use of Guinness. Two ways:
1.  PAIRING. Demonstrate how Guinness perfectly compliments flame-cooked food.
2.  INGREDIENT. Give them a taste of heaven, ie Guinness-infused foods cooked over an open flame.