Guinness Indonesia wraps itself in Batik Day colors

The Diageo brand courts younger drinkers by joining a celebration of the country's national fabric

In Indonesia, Guinness enjoys strong brand equity and significant market share, but it is still perceived as a beer for older people. Thus, targeting 21- to 30-year-old urban males and average light buyers who currently think that Guinness is not the brand for them, Diageo launched a limited-edition variant of Guinness Foreign Extra Stout to coincide with the National Batik Day on Oct. 2.

Celebrating the concept of "unity in diversity’,’ BBDO Indonesia created a two-minute digital video that showcases vignettes of vastly different regions of the archipelago united by vibrancy of batik, a unique symbol and pride of Indonesia, embraced by both old and young.

Diageo also roped in a popular local street-art-legend Haban Handoko to create vibrant and bold batik prints to appeal to younger Indonesians. The Facebook app allowed consumers to create and upload their own batik styles.

This article first appeared on


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