How Guinness is aiming to win over the South Korean market with #TasteofBlack campaign
Guinness is hoping its global might will help penetrate the hard to win over South Korean market as it launches a new ‘category transforming’ campaign #TasteofBlack.
The bulk of the beer market in South Korea is currently dominated by local lagers, something the Diageo-owned brand is hoping the campaign will turnaround. With a focus on bars and supermarkets the push is built on participation and tackles the main barrier for those Koreans who have not yet tried Guinness – the perception of an overly strong or challenging taste, provoked by its dark colour.
The Iris created campaign therefore focuses on the Read full story ›
Source: The Drum
