Guinness is a brand with a history of over 150 years in Malaysia. However with that legacy, the Guinness brand is also prone to being labeled as “traditional” or “old-fashioned”.

Thus: How do we contemporize the brand, making a connection to younger drinkers and to re-ignite the love of Guinness in Malaysia?

With a budget of SGD140,000, the brief was to launch a new limited edition Guinness Foreign Extra Stout across on and off trade platforms. This launch was also to celebrate and integrate Malaysia’s culture and history.

#1– A combination of the traditional “Hak Gow Peh” (Guinness bulldog) which still resonates with consumers, traditional tribal patterns being re-interpreted in today’s modern tattoo culture, Malay batik being re-interpreted in today’s modern fashion world and hints of Malaysia’s rich language translating to “Black Dog Beer”.

#2– Combining Malaysia’s majestic Hornbill that closely links to Guinness’s famous historical campaigns, traditional Peranakan tile motifs now re-interpreted in today’s interior spaces, traditional Bornean patterns being re-interpreted in the modern fashion world and hints of Malaysia’s rich language translating to “Black Dog Beer”.

#3– Combining the legendary Malaysian sea turtle linking to famous historical campaigns, traditional art of henna still being practiced in today’s modern world, Tamil patterns bringing vibrancy and rhythm and hints of Malaysia’s rich language translating to “Black Dog Beer”.

All 3 bottles rendered in a more urban street style with bright unexpected colour combinations to appeal to younger consumers.