Tag: Guinness

Kuala Lumpur, Malaysia – Guinness Malaysia has named Archetype Malaysia its public relations agency of record for 2025, following a competitive multi-agency pitch. The appointment will see Archetype lead all PR efforts for the Heineken Malaysia Berhad flagship brand throughout the year, including major brand campaigns and high-impact initiatives like Guinness’ ongoing partnership with the Premier League.

Archetype Malaysia won the pitch by impressing Guinness with its strategic thinking, strong cultural insights, and “earned-first” creative approach. 

Under the new mandate, the agency will develop an integrated PR programme that spans storytelling, influencer marketing, and experiential activations, aiming to deepen brand relevance, expand media impact, and strengthen consumer engagement.

Joyce Lim, marketing manager for Guinness Malaysia, said the agency stood out with its fresh ideas to amplify the brand’s football platform. “We’re pleased to appoint Archetype Malaysia to lead all PR campaigns for Guinness Malaysia. Archetype impressed us with their fresh and exciting ideas to amplify our football platform, particularly as we continue to build momentum around the Premier League,” Lim said. 

She added, “Archetype’s PR strategy brings a strong narrative angle that complements and enhances our brand goals. We’re confident in the agency’s ability to bring this campaign to life with the passion and boldness that Guinness is known for.”

The appointment builds on Guinness Malaysia’s recent “Spirit of Togetherness” campaign in 2024, which focused on uniting football fans through match-viewing experiences and community-based activations. 

For this year, the brand aims to scale its voice across more platforms and occasions, with Archetype tasked with crafting a cohesive PR strategy that builds emotional affinity, reinforces brand purpose, and connects meaningfully with consumers year-round.

Meanwhile, Lee Tiam Siang, managing consultant at Archetype Malaysia, said the partnership is about capturing the communal spirit of football in an authentic and distinctly Guinness way. “Football is more than just a sport — it’s a shared ritual and a universal language that unites people across backgrounds,” Lee said. “Our partnership with Guinness is about fuelling that passion in ways that are authentic, energizing, and distinctly Guinness. We’re honoured to help shape an unforgettable year ahead for the brand and its fans.”

Consumers can expect a dynamic rollout of storytelling-led campaigns throughout the year, from football fever to lifestyle moments, all anchored in Guinness’ signature values of bold flavour, character, and togetherness.

Kuala Lumpur, Malaysia – Popular beer brand Guinness in Malaysia has recently concluded its recent brand activation called ‘House of Guinness’ where it invited customer to a brand-oriented immersive experience related to the process and story of the Guinness beer. The campaign was first launched in July this year.

The first leg of the activation was ‘The Widget is the Key’, where customers had to grab the right widget in a blower room. This is where the nitrogen widget – a white plastic ball filled with nitrogen gas inside each Guinness Draught in a Can – came to play.

The second part was ‘Activate the Widget’ – a highly Instagrammable mission – evoking the magic of their product with a light show representing the widgets and nitrogen. Lastly, the ‘Release the Nitrogen’ mission saw fans stepping into a giant Guinness Draught in a Can. Within the can, they had to release the nitrogen to experience the iconic surge and settle that gives Guinness its cold, creamy head.

The one-of-a-kind event introduced Guinness Draught in a Can into the Malaysian market, in a fully immersive and experiential way. Lovers of the brew got to discover the magical innovation behind the latest entrant of the Heineken Malaysia Berhad portfolio, all the while taking their usual drinking experience to the next level.

In the span of eight weeks, the House of Guinness saw a total of 14,580 visitors, including members of the media, influencers, and lovers of Guinness coming together to celebrate and welcome the brew into the Malaysian market. Their attendance has set Guinness Malaysia on fire across various social media platforms, with a total of 6.6 million reach. The campaign’s PR efforts also garnered earned media coverage with a score of 97% on the Media Quality Index (MQI), and 77 million PR impressions to date.

Shaun Lim, marketing manager at Guinness Malaysia, said, “We invited Guinness lovers as well as new drinkers to immerse themselves in the House of Guinness with its unique experiences. Through this call to adventure, fans learned about Guinness Draught in a Can in a playful way, and visually got a taste of why this product is so innovative. The experience was curated to resonate with the passion points of Millennials and Gen-Z of legal drinking age. The amazing response and turnout are a testament to the brand’s ambition.”

The immersive experience was done in collaboration with Sambal Lab, who was the key driver for the concept, strategy, design and build, creatives, and implementation of the House of Guinness, the brand was able to introduce Guinness Draught in a Can to the Malaysian market in a disruptive way.

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.