Podcast
Questions and Answers
What was one key demographic that Guinness overlooked during their research for Guinness Light?
What was one key demographic that Guinness overlooked during their research for Guinness Light?
Why was the name 'Guinness Light' considered a poor choice?
Why was the name 'Guinness Light' considered a poor choice?
How did cultural attitudes in the 1970s influence the reception of Guinness Light?
How did cultural attitudes in the 1970s influence the reception of Guinness Light?
What advertising strategy was suggested as a better alternative for promoting Guinness Light?
What advertising strategy was suggested as a better alternative for promoting Guinness Light?
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What was one of the significant product development challenges faced by Guinness Light?
What was one of the significant product development challenges faced by Guinness Light?
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In what way did the failure of Guinness Light impact the consultants involved?
In what way did the failure of Guinness Light impact the consultants involved?
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What was the main purpose of the focus group discussions conducted with regular Irish draught Guinness drinkers?
What was the main purpose of the focus group discussions conducted with regular Irish draught Guinness drinkers?
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What attitude did one respondent express during the focus group regarding Guinness Light?
What attitude did one respondent express during the focus group regarding Guinness Light?
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How did consumers initially react to the introduction of the 'creamer' for Guinness?
How did consumers initially react to the introduction of the 'creamer' for Guinness?
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How did the consulting team's involvement with Guinness Light differ from that with BDG?
How did the consulting team's involvement with Guinness Light differ from that with BDG?
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What was one of the attractive aspects of the follow-up group sessions?
What was one of the attractive aspects of the follow-up group sessions?
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What challenge did the product developers face regarding the consumer perception of the creamer?
What challenge did the product developers face regarding the consumer perception of the creamer?
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Which of the following was a major difference between bottled and draught Guinness?
Which of the following was a major difference between bottled and draught Guinness?
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What aspect of the beer was highlighted as a major selling point during focus group tests?
What aspect of the beer was highlighted as a major selling point during focus group tests?
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What did the focus group participants compare the activated beer's taste to?
What did the focus group participants compare the activated beer's taste to?
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What cultural attitude is reflected in the participants' willingness to return for more tastings?
What cultural attitude is reflected in the participants' willingness to return for more tastings?
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What contributed to the public's negative perception of Guinness Light?
What contributed to the public's negative perception of Guinness Light?
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What was the primary focus of the market research conducted in Dublin and Galway?
What was the primary focus of the market research conducted in Dublin and Galway?
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What factor did the company underestimate regarding the appeal of Guinness Light?
What factor did the company underestimate regarding the appeal of Guinness Light?
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Which aspect of advertising is exemplified by the ad featuring Neil Armstrong?
Which aspect of advertising is exemplified by the ad featuring Neil Armstrong?
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What was the effect of the special Guinness Light pint glasses on consumer behavior?
What was the effect of the special Guinness Light pint glasses on consumer behavior?
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How did the societal attitudes towards drinking affect the acceptance of Guinness Light?
How did the societal attitudes towards drinking affect the acceptance of Guinness Light?
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What challenge did Guinness Light face in product development?
What challenge did Guinness Light face in product development?
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What aspect of pub culture was crucial to the market research findings?
What aspect of pub culture was crucial to the market research findings?
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Study Notes
Guinness Light Failure (1979)
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David Gluckman, an insider, recounts the struggles to launch "Daft Guinness" and "ladies' Guinness".
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A focus group respondent stated, "Well, they said it couldn't be done and they were right. It couldn't."
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In 1974, Frank Nolan, a grey-haired man in a dark suit and tie, approached the advertising agency to discuss a new Guinness product.
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Nolan presented a bottle of dark liquid and poured it into a glass. A plastic syringe, the "creamer," was used to transform the liquid into a swirling, milky-brown liquid, similar to Baileys, which settled into a perfect draught Guinness glass.
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The product was initially called "Daft Guinness" due to the seemingly ridiculous method of plunging a syringe into the beer.
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Frank suggested the name "BDG" - Bottled Draught Guinness.
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The product failed due to initial misunderstanding of the public's reaction as well as the product name.
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The company over-hyped the new Guinness Light product.
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Potential customers in focus groups perceived the product suspiciously, particularly the use of the "creamer" (syringe) device.
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The name was perceived as too descriptive and the drink wasn't seen as a substitute for the genuine article.
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Guinness underestimated the public perception of the product in pubs, with drinkers not accepting the new product.
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Focus groups for Guinness Light were conducted among young men, not those who would traditionally drink Guinness.
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The company underestimated the impact of the public house environment on the acceptance of Guinness Light.
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Initial approach failed to secure support from consumers.
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There was overwhelming negativity directed at the product in a pub setting.
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The advertising campaign was over-the-top and hyperbolic.
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There were suggestions to switch from TV campaigns to cheaper radio spots.
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The product was heavily promoted and there was widespread media coverage, which made the negative feedback more prominent.
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Lighter beers were more popular with younger drinkers, who preferred the 'less filling' option.
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Description
Explore the challenges faced during the launch of 'Daft Guinness' and 'ladies' Guinness' in 1979. Insider David Gluckman shares insights on product development, marketing missteps, and the public's reception. Discover why this innovative product ultimately failed despite significant advertising efforts.
