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Guinness Gold tries to "knockout" competition.

Guinness Gold tries to "knockout" competition

Guinness Gold, the European lager that grew by over 200 percent last year, has introduced its latest advertising campaign.

Under the title "World Heavyweight Champion, World Lightweight Champion," the newest outdoor ad campaign pictures a bottle of Guinness Gold next to a bottle of the company's flagship brand, Guinness Stout. With simple visuals and a straightforward tagline the ad communicates "they are two entirely different products, which have achieved greatness in their respective categories," according to Guinness Gold brand manager Declan Maguire.

"While many people have heard of Guinness Gold, they're not sure exactly what it is--some even think it's a light form of Guinness Stout," Maguire continued. "This campaign alleviates any misconceptions about the brand and confirms to the brand's current fans that Guinness Gold, with its smooth, refreshing taste, knocks out all other lager competitors."

The outdoor campaign will run through April 30 in Boston, New York City, Philadelphia, Washington, D.C., and Baltimore. Radio advertising will supplement the outdoor campaign.

The new campaign will also serve to introduce a new bottle for Guinness Gold. The bottle features the long-neck shape and boasts an enhanced version of its current label. The new packaging is expected to hit the mainstream market by April, Maguire said.

PHOTO : A REAL KNOCKOUT--Guinness Gold hit the market recently with its "Knockout" ad campaign

PHOTO : for Guinness Gold and Stout.
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Title Annotation:Arthur Guinness Son PLC
Publication:Modern Brewery Age
Date:Mar 19, 1990
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