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It's Alive: Guinness Launches New Ad Campaign Showing the Vitality that Lives Within Every Pint

NEW YORK, Oct. 3 /PRNewswire/ -- Guinness, the world's most recognizable Irish beer, announced today the launch of a new U.S. ad campaign that accentuates the beer's vibrant character. The fully integrated campaign, which breaks in the early Fall, will extend across several platforms including television, online, out-of-home and on-premise.

Called "Alive Inside," the campaign celebrates what beer drinkers love most about Guinness: its distinctive "surge," a cascading effect that occurs shortly after being poured.

The exciting new communications platform for the brand speaks of the dynamism, vitality and possibility that exists within the Guinness surge and within Guinness drinkers. Beyond the surge phenomenon, the "Alive Inside" tag also refers to the bold, vibrant taste profile for which is Guinness is known.

The campaign centers on a series of television spots. The first, "Music Machine," is a thirty-second advertisement depicting the magic that occurs within a pint of Guinness, as the iconic surge of Guinness is created by a magical musical machine, alive inside the pint.

The campaign is the brand's first since its famed "Brewmasters" ads launched in 2004. The wildly popular campaign, which earned a Gold Effie award for Advertising Effectiveness in 2005, featured a pair of goofy but endearing Guinness Brewmasters, whose exclamations of "Brilliant!" have since become a global catchphrase.

"'Alive Inside' captures the excitement of enjoying Guinness, from the incredible 'surge' effect to the robust taste that has been perfected since 1759," said Dan Kleinman, Guinness Director of Marketing, Diageo. "The Brewmasters campaign was highly effective in furthering brand loyalty and the next evolution in our efforts is to educate consumers about the beer in an engaging way."

The campaign was created by BBDO New York, who also created the "Brewmaster" campaign. Television spots are set to air on such networks as ESPN, ESPN News, FX and Discovery. The Chief Creative Officer was Bill Bruce, Kara Goodrich was Senior Creative Officer, Cesar Finamori was Art Director and Dulcidio Caldeira was Copywriter.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Celebrating life, every day, everywhere, responsibly.

     Shaun Clair or Jim Sias - Taylor        Patti Costantino - Diageo
     (212) 714-1280 ext. 334/352             (646) 223-2040           

Source: Guinness

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