BBDO and Guinness: Limited spend and Singapore’s small size is why ad only ran once

BBDO's Joe Braithwaite and APB marketing manager Soo Kui Jien

BBDO’s Joe Braithwaite and APB marketer Soo Kui Jien

A limited marketing budget and Singapore’s small size were given as the reasons why an award-winning campaign for Guinness in Singapore only ran once in a listings magazine the week before the deadline for the Cannes Lions ad awards show.

Ad agency BBDO Singapore and client Asia Pacific Breweries were presenting their case for the ‘World’s Smoothest Launch’ campaign for Guinness in a bottle at the APPIES Awards in Singapore today, when they were asked why so little media investment went on a follow-up execution for the brand.

The one-off execution, a Picasso-style illustration of a pint of Guinness that takes the shape of a bottle, ran in a single edition of I-S Magazine and went on to win in the Press and Outdoor categories at Cannes.

The client services director of BBDO Singapore, Joe Braithwaite, said the limited media run for the ad was due to lack of marketing budget left over after the main campaign had run.

Guinness ad in I-S Magazine

Guinness ad in I-S Magazine

The World’s Smoothest Launch campaign, which has been awarded at a number of effectiveness awards shows, has been shortlisted for the APPIES, which recognises Asia’s best marketing campaigns through a series of live presentations.

“Guinness does not have a lot of money to spend [on advertising],” Braithwaite said, after saying that the budget had gone into the main launch push.

He added: “Singapore is small. You can reach a lot of people with a single hit in a magazine like I-S,” he said.

The campaign is to run again in Burda Singapore men’s magazine August next month, the agency said today.


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