Guinness to Koreans: Don't be afraid of the dark

Campaign soothes Korean sensibilities about the distinctive stout

SEOUL, SOUTH KOREA  — Looking to expand its relatively modest market penetration in Korea, Guinness has launched a campaign that seeks to encourage new customers by making the imposingly dark, thick brew more inviting.

Diageo knows that people can be put off from trying Guinness due to its color and "the perception of an overly strong or challenging taste." This integrated, participation-led campaign confronts that barrier.

While the video focuses on the sensual experience of six specific product characteristics, the social campaign encourages first-time trial and asks people to share their experience (with prize incentives). Three popular content creators appear in the ad and will be sharing their own experiences through their channels.

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