Title: Last orders for Guinness?
Description: An informative marketing case study that analyzes the Guinness strategy for survival in today's market, one currently dominated by lighter, sweeter drinks. Examines the company's latest offering, Guinness Red, and the ambitious and hugely expensive advertising campaign created to promote it. Features interviews with Philip Almond, marketing director for Guiness GB; Julian Spooner, the company's former marketing director; and advertising guru Peter York. Includes television spots from Guinness ad campaigns.
Subjects: Advertising, Beer, History, Stout, Marketing, Beer industry, Guinness PLC
Places: Great Britain
Time periods: 21st century