The idea is that the cloud represents the typical Guinness drinker – someone who has broken away from the masses to find their own path.
As well as the TV advert appropriately called ‘cloud’, there is also a series of new print ads which further add to the new brand endline, each of which depicts a creature in the natural world indulging a creative flair that suggests it’s “made of more.” Here are two of the executions:
While Guinness’ famous Good Things Come To Those Who Wait endline played on the truth that drinkers have to wait longer for a perfect pint of the black drink to be poured than any other pub beer, the new line suggests that Guinness (and by implication anyone that drinks it), is simply better than everything else.
Will “made of more” last longer than Guinness’ short-lived “bring it to life” endline that disappeared soon after it was introduced in 2009? To find out, we’ll just have to wait – something us Guinness drinkers are rather good at.
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