Situation: despite being celebrated and enjoyed world-wide, Guinness in China was only favored by less than 0.1% of the people due the unfamiliarity of the beer’s appearance which is very different from the commonly seen golden lager.

Brief: attract sophisticated consumers in China with high income to go beyond the visual barrier and buy Guinness via creating brand awareness and product desirability in a premium way.

Objectives: increase sales volume and brand awareness of Guinness in China.

Guinness’s uniqueness—its dark color—intimidated most consumers in China, affecting its popularity. To counter this, we launched “A Whole Universe,” a campaign that likened the surging of beer liquid and bubbles in a Guinness to astronomical phenomena like black holes and superclusters using Liquid Art and Conceptual Photography. This campaign, spread across China through branded films and posters, aimed to redefine Guinness’s perception. Following the campaign, we observed a significant shift in consumer attitudes; millions began to perceive

Guinness not just as a foreign beer with an unusual appearance, but as a sophisticated and enjoyable choice.

Our strategy transformed media touchpoints into crucial, active components of the campaign, rather than passive display areas. By portraying Guinness in such a visually striking manner, we ensured that each interaction wasn’t just viewing but a dynamic engagement with the brand. The ultimate goal was to immerse consumers in the experience of Guinness—as if they were journeying through space, with each advertisement serving as a portal into the beer’s rich and complex nature.

The campaign was executed through over 500 diverse media touchpoints nationwide, from giant billboards and LED screens in high-traffic areas to branded experiential events, art exhibitions, and placements in numerous pubs and bars. This widespread exposure ensured that the intricate beauty of Guinness reached millions, significantly contributing to one of the most successful campaigns in the brand’s history.

• Sales volume increase: 393%

• Reach: 97,400,000

• Media touchpoint engagements: 516

• Media impressions: 34.8 million

These results reflect the campaign’s profound impact on Guinness’s market presence in China, highlighting the effectiveness of our innovative approach to using media touchpoints not just for exposure but as a fundamental part of the storytelling process.