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Beer brand Guinness spotlights brand elements in new campaign via Ogilvy

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Malaysia – Beer brand Guinness in Malaysia has launched a new credential campaign titled ‘It’s a Matter of Taste’, which highlights its quality ingredients, brewing process, and unique taste, This campaign serves as inspiration for building a world where good taste can permeate everything from occasions to conversations.

The campaign was developed in partnership with Ogilvy Malaysia. The agency was tasked to provide campaign brand strategy, creative solutions, and digital, as well as social experiences, and trade marketing collateral support for the brand’s latest campaign.

Pablo Chabot, marketing director at Heineken Malaysia, said, “Ogilvy never fails to deliver on energy and knowledge – a global powerhouse with strong local insights and shared goals. The team showed a great appreciation for our brand values but are also able to think holistically about all the elements that are needed to level up Guinness’ position in Malaysia.” 

Meanwhile, Nizwani Shahar, CEO of Ogilvy Malaysia, commented that Guinness is an iconic brand, and they are proud to be able to drive brand impact and business growth in a modern landscape, speaking to new drinkers. 

She further shared that they hold the Guinness flag high having worked on this business for so long, and with this win comes greater renewed energy. They have shared values as brands and businesses: bold, distinctive and with a laser-focused drive to succeed.

“We are extremely proud of our team who demonstrated one of Ogilvy’s core values of always practising divine discontent, and in their efforts proven our right to continue to be Guinness’s agency partner. We greatly look forward to continuing to drive brand salience and brand preference with big ideas that are meaningful, disruptive and enduring,” said Shahar. 

Adrian Miller, chief creative officer at Ogilvy Malaysia, noted, “It’s a matter of taste is the ultimate invitation to the world of Guinness – a world with a rich history made up of uniquely brewed ingredients that gives Guinness its iconic taste. This taste is further emphasised by the people who drink Guinness.”

The campaign will be running until September 2022, and includes social media, modern on-trade, traditional off-trade outlets, and activation across the country. Additionally, special Guinness premiums will also be made available to commemorate the occasion.

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