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Early Guinness Print Advertising
· 01.08.2022 · 22:30:29 ··· Montag ⭐ 0 🎬 0
📺 AD Wonk
Guinness was founded in 1759 but it was not until the late 1920s that its adverts helped it become one of the biggest beer brands in the world.
Its first print advert "Guinness is good for you" immediately helped sales. Amazingly, that tagline is almost 100 years old and has been out of use for 60 years, and yet people still remember it. That alone is a testament to how effective these adverts were in their day.
Continuing the health theme, and the first advert from the famous art director John Gilroy is this "Girder" poster. This was one of several adverts in the "Guinness for Strength" campaign that depicted men performing feats of ridiculous strength with the help of Guinness. Who knows perhaps John Gilroy was a Popeye fan given the comic character appeared a few years before this advert and there’s definitely something of the Popeye idea to it.
For the next campaign, Gilroy took inspiration from a zoo animal he’d seen. Upon seeing a sea lion balancing a ball on its nose he instantly had the idea for this advert. The humour worked brilliantly capturing attention, using the familiar line in a playful way, and being very identifiable. The campaign went on to feature bears, kangaroos, ostriches, pelicans and for the first time the Guinness Toucan.
The Guinness Toucan, which first appeared in 1935 and ran in ads for 30 years, went on to become one of Guinness’s most iconic brand assets and can still be found on the walls of almost every Irish bar around the world.
Today this advert perhaps doesn’t have the impact it once did but it’s worth noting the colours of the bird and the way the brightly coloured beak contrasts nicely with two dark glasses of Guinness. Again, the famous "Guinness is good for you" line was included, and the two glasses offer up a similar sound of “too can” and “toucan”. It’s highly memorable and for its day totally distinctive.
These early Guinness print adverts set the stage brilliantly for years of great Guinness advertising and helped to build an iconic brand.
· 01.08.2022 · 22:30:29 ··· Montag
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