Guinness #TasteofBlack#TasteofBlack is a fully integrated campaign that tackles the most obvious difference to most South Koreans of choosing Guinness over a beer or lager; its colour black. Rather than the traditional route of using a celebrity to encourage purchase, iris focused on the six key tastes of Guinness – smooth, depth, creamy, bold, rich and amazing – and encouraged consumers to reconsider what Guinness is made of, and then share their experience.
The commercial also features renowned Korean content creators, who will create their own content based on their individual #TasteofBlack experience, which will feature on their respective YouTube channels.
Advertiser: Diageo Korea
Brand Manager: MJ Cho
Marketing Manager: Keanu Nahm
Production Company: The Sweet Shop
Photographer : Simon Way
Producer: Jason Lee
Executive Producer: Spencer Dodd
Production Service Company: Addict Films
Art Director: Ross Henderson
Chief Creative Officer: Shaun McIlrath
Head Strategist: Paul Gage
Creative Agency: iris Worldwide
TV Producer: Laura Stageman
Categories: Beers, Alcoholic BeveragesIris, 6 years ago