Diageo Ads Reflect Its Dismal Failure to Sell Guinness in Ireland

Guinness is stagnating sales wise, particularly in Europe, so drinks company Diageo (DEO) has launched a dramatic new ad in hopes of turning the brand around. It's terrible. And that's a problem.

A new TV spot isn't usually a big deal at most companies but at Guinness it's different: The brand has a history of producing grandiose, cinematic, philosophically heavy concept ads that are as much works of art as they are devices for selling suds. The unstated tagline for all of them might be, "Did we just blow your mind?!"

So much is riding on Omnicom (OMC) ad agencies Irish International and AMV BBDO's new commercial. Unfortunately, the ad sends all the wrong messages: It shows threatening dark clouds descending on New York and other big cities, plunging the populace into blackness. The tagline is, "There's life in the dark." Only at the end is it revealed that the planet is not descending into a post-apocalyptic anarchy, but rather Guinness has inspired night to arrive early so we can all party. Or something. Overall, it's depressing stuff -- which you don't want in a beer ad:

Now compare that with some of Guinness' historical advertising, and you'll see how depressed the client must have been to sign off on this gloomy concept:

In 1993, Rutger Hauer stopped time for a Guinness:

The brand has previously claimed responsibility for evolution ...

And for creation ...

Its "Surfers" ad is a visual masterpiece:

So where does the new "Dark life" fit in? The ad is a better reflection of management's internal thoughts about Guinness than it is about the beer itself or its fans. This is a robust, eminently sellable brand with tons of heritage and credibility. Its look, feel and taste distinguish it instantly from all the other taps at the bar. Yet Diageo reports that the company is screwing it up:

Guinness net sales were flat. Although the brand grew share in its largest markets of Ireland and Great Britain, net sales in Europe declined 2% as a result of the weak beer market.

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