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.
Iris is The Participation Agency. With over 570 people in 10 offices worldwide, we use the power of Participation to help brands grow further, faster. The way ideas travel has changed, and it is harder than ever to create impact using paid media alone. We combine creativity, data-driven media and the power of people to help brands, such as Samsung, adidas, Bentley, Pizza Hut, Beiersdorf and Samsonite, explode into cultural moments and embed themselves in people’s lives with business impact.
