Guinness Draught backs revamp of can with £3m ads

LONDON - Guinness Draught, the canned version of the stout, is testing an improved product formulation and revised can design as part of a relaunch in Ireland. If it proves successful, the revamped product will launch in the UK.

Design agency Butler Datta handled the makeover. The launch is being supported by a £3m campaign through Irish International.

In addition to the individual cans, the identity has been used for the launch of Guinness Draught in a self-dispensing fridge pack that contains eight cans of beer.

The redesigned cans convey a flowing form that visually suggests the 'surge' of the drink from the glass when it is consumed.

The relaunch is the culmination of five years' work on Guinness Draught in a can, which launched in 1989. This has included changes in brewing and widget performance.

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