Rear View Mirror*
1. “You can’t drink a concept”
It’s 2004 and guess what..? Yep, we learned the hard way that people (especially hardcore Guinness drinkers in Ireland) were radically opposed to discussing Guinness ‘marketing concepts’ with market researchers in viewing facilities with clients on the other side of a two-way mirror hanging on their every word. They wanted to talk about beer ... stout to be precise ... and Draught Guinness to be even more specific.
So we tried a different approach... we met them in small groups in the back rooms of traditional pubs they felt comfortable in. We didn’t take traditional concepts on A2 polyboards, but we did mock-up tasting notes similar to the ones brewers would use to describe their work. And we took the Guinness master brewer along to talk on the level with them about the different types of beers they could brew at St James’ Gate.
It worked. By ignoring the tried and tested approach to research we were able to remind them that Guinness is a high quality brewery capable of a multitude of different styles of beer and open up a different type of discourse that unlocked the fear Irish drinkers had of ‘Guinness Innovation’ ... enough, in fact, that we could start to gather some meaningful feedback on a range of new Guinness concepts.
We discovered that if we took baby steps we could use the Guinness Brewhouse Series to reinforce the idea in the market that the Guinness brand could be more than just Draught Guinness, and the limited availability Brew 39, North Star and Toucan Brew variants. These paved the way for Guinness Mid-Strength to follow - a 2.8% brew which ultimately acted as the stepping stone to alcohol-free Guinness 0.0 and paved the way for the Guinness Brewers Project to take the leap into the volume prize of lager with Hop House 13.
Not all innovation is meant to payback immediately ... some is deliberately strategic, with an eye on the bigger prize. To innovate the way you do innovation, get in touch.
* Objects in the mirror may seem obvious in hindsight