GUINNESS

Guinness Smooth Launch

The Challenge

There was a new sheriff in town, the Guinness Smooth but it needed a little introduction to her targets, so GDM was tasked with mediating the introductory process.

Objectives

To launch into trade Guinness Smooth in the eastern region
To excite, engage and get trade to buy into the brand, its promise and with the same excitement stock then sell the experience to their customers and consumers
Brand education to reinforce brand cues
Achieve first orders to trade
Reach 300 trade partners at each unique event

Strategy

Our approach centered on uniquely introducing and unveiling Guinness Smooth in a creatively contemporary style, highlighting the drink’s nature and curating experiences for our TGs. We were able to excite, engage and have attendees interact with the brand and generate first sales orders.