Guinness Gets a Stylish Relaunch in Korea

#TasteofBlack Campaign Tackles Korean Drinkers' Preconceptions

By Alexandra Jardine. Published on Oct 08, 2015

Editor's Pick

While huge in other markets, Guinness is still a relatively small player in South Korea -- but brand owner Diageo has plans to change all that. A major new brand campaign in that market is built around the hashtag #TasteofBlack and tackles the perception of an overly strong or challenging taste, provoked by its black color.

The campaign, by Iris Worldwide, focuses on six distinctive taste and flavour characteristics of Guinness, specially tailored to Korean drinkers: smooth, deep, creamy, bold, rich and amazing. It invites people to create their own description of the taste or flavor of Guinness and then share their experience on social media.

Director John S. Park and production company The Sweet Shop worked on a stylish TV commercial, seen here, which kicks off the campaign exploring the six characteristics using artists' impressions. Three of Korea's biggest opinion leaders, who feature in the film (Daedoseogwan, Banzz and Korean Englishman) will also create their own YouTube content based on their own #TasteofBlack experience.

The style-centric approach is reminiscent of the brand's play in Africa from last year, "Made of Black."

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Oct 08, 2015
Iris Worldwide
Guinness (Korea)
Global Creative Director:
Shaun McIlrath
Creative Director:
Nina Taylor
TV Producer:
Laura Stageman
Strategic Planning Lead:
Paul Gage
Account Director:
Ross Henderson
Account Manager:
Mimi Lee
John S. Park
Production Company:
The Sweet Shop
Executive Producer:
Spencer Dodd
Jason Lee
Director of Photography:
Sung Ho Jeoun
Se Jin Yoo
Service Production:
Addict Films (Seoul, Korea)
Simon Way
Diageo Korea
Beer, RTD & Vodka Category Marketing Manager:
Keanu Nahm
Senior Brand Manager:
MJ Cho

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