Guinness Light Failure (1979)
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Questions and Answers

What was one key demographic that Guinness overlooked during their research for Guinness Light?

  • Older Guinness die-hards (correct)
  • Younger drinkers
  • Non-alcohol drinkers
  • Beer enthusiasts

Why was the name 'Guinness Light' considered a poor choice?

  • It was too vague and unappealing
  • It appealed only to older drinkers
  • It implied it was a cheaper alternative
  • It revealed too much about the drinker (correct)

How did cultural attitudes in the 1970s influence the reception of Guinness Light?

  • Darker beers were seen as more prestigious (correct)
  • People preferred to flaunt lighter variants
  • There was a trend towards lighter beers
  • Health consciousness was on the rise

What advertising strategy was suggested as a better alternative for promoting Guinness Light?

<p>Switch to radio spots (C)</p> Signup and view all the answers

What was one of the significant product development challenges faced by Guinness Light?

<p>Over-hyping the product (C)</p> Signup and view all the answers

In what way did the failure of Guinness Light impact the consultants involved?

<p>It was a learning opportunity for them (B)</p> Signup and view all the answers

What was the main purpose of the focus group discussions conducted with regular Irish draught Guinness drinkers?

<p>To test the effectiveness of the creamer (D)</p> Signup and view all the answers

What attitude did one respondent express during the focus group regarding Guinness Light?

<p>It couldn't meet expectations (C)</p> Signup and view all the answers

How did consumers initially react to the introduction of the 'creamer' for Guinness?

<p>With skepticism and concern (D)</p> Signup and view all the answers

How did the consulting team's involvement with Guinness Light differ from that with BDG?

<p>They were inputting to ideas rather than creating new ones (C)</p> Signup and view all the answers

What was one of the attractive aspects of the follow-up group sessions?

<p>Free samples of the product plus a creamer (B)</p> Signup and view all the answers

What challenge did the product developers face regarding the consumer perception of the creamer?

<p>It raised hygiene concerns (D)</p> Signup and view all the answers

Which of the following was a major difference between bottled and draught Guinness?

<p>Bottled Guinness is carbonated with carbon dioxide (A)</p> Signup and view all the answers

What aspect of the beer was highlighted as a major selling point during focus group tests?

<p>The unique activation process using nitrogen (D)</p> Signup and view all the answers

What did the focus group participants compare the activated beer's taste to?

<p>The real draught Guinness (B)</p> Signup and view all the answers

What cultural attitude is reflected in the participants' willingness to return for more tastings?

<p>The enjoyment of communal drinking culture (C)</p> Signup and view all the answers

What contributed to the public's negative perception of Guinness Light?

<p>It was associated with being a 'weaker imitation' of regular Guinness (C)</p> Signup and view all the answers

What was the primary focus of the market research conducted in Dublin and Galway?

<p>Finding out why Guinness Light didn't perform as expected in sales (A)</p> Signup and view all the answers

What factor did the company underestimate regarding the appeal of Guinness Light?

<p>The social dynamics and peer perceptions in pubs (D)</p> Signup and view all the answers

Which aspect of advertising is exemplified by the ad featuring Neil Armstrong?

<p>Linking product innovation with major achievements (B)</p> Signup and view all the answers

What was the effect of the special Guinness Light pint glasses on consumer behavior?

<p>They inadvertently highlighted the drink's perceived inferiority (C)</p> Signup and view all the answers

How did the societal attitudes towards drinking affect the acceptance of Guinness Light?

<p>They fostered ridicule towards those who opted for lighter beers like Guinness Light. (A)</p> Signup and view all the answers

What challenge did Guinness Light face in product development?

<p>Balancing the flavor profile to appeal to both traditional and modern consumers (A)</p> Signup and view all the answers

What aspect of pub culture was crucial to the market research findings?

<p>Social interactions played a significant role in influencing drink choices. (C)</p> Signup and view all the answers

Flashcards

Guinness Light Failure

The marketing campaign for Guinness Light beer was unsuccessful due to poor market research, a name mismatch with its target audience, and overhyping the product.

Poor Market Research

Guinness did not adequately research potential detractors, such as older Guinness loyalists, leading to a misjudgment of the product's appeal.

Inappropriate Naming

The name "Guinness Light" was deemed unsuitable to the target demographic (young drinkers) as it conveyed an identity that the consumers were uncomfortable with.

Overhyping a New Product

The marketing campaign for Guinness Light exaggerated the product's features and benefits, which consequently led to expectations and disappointment in the product.

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Focus Group Feedback

Focus group participants, especially older generations, expressed negative opinions regarding Guinness Light— highlighting their negative experience with the product, and contributing to the overall failure.

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Consultant's Role

The consultants' input to Guinness Light was primarily reactive and corrective, not proactive or groundbreaking—meaning they were responding to existing ideas, not creating new ones.

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Hindsight Bias

The term describes how experiences can appear more predictable, easily interpretable, and insightful after the event, often with an added perspective (in this particular case, with greater understanding of the outcomes of the strategy and campaign)

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Guinness (Bottled)

Guinness packaged in bottles, its carbonation comes from carbon dioxide, producing large bubbles and a slightly bitter taste.

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Guinness (Draught)

Guinness served directly from the tap, aerated with nitrogen, creating millions of tiny bubbles, leading to a smoother and creamier taste.

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Creamer (Guinness)

A plastic syringe used to release nitrogen into bottled Guinness, activating its creamy texture.

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BDG

A substitute for the creamer, used in case the creamer was unavailable, by swirling it in the mouth and spitting it back into the glass.

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Focus Group

A small group of people used to test beer and give feedback.

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Draught Guinness Drinkers

People who regularly drink Guinness from taps.

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Plunger

A nickname for the creamer.

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Guinness Light

A light version of Guinness, marketed with high-tech advertising.

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Social experience of drinking (Ireland)

Drinking in pubs is a social activity in Ireland, where public perception matters significantly. Pubs are informal places for various people.

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Focus groups

A market research method where groups of people are interviewed to determine attitudes.

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Marketing failure

Guinness Light's poor sales performance, which stemmed from issues with consumers' perception and social judgment on its watered-down taste.

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Public perception

How others view someone, especially in a social context, impacting decisions.

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Social judgement

Evaluating someone or something based on their perceived social implications or acceptability.

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Study Notes

Guinness Light Failure (1979)

  • David Gluckman, an insider, recounts the struggles to launch "Daft Guinness" and "ladies' Guinness".

  • A focus group respondent stated, "Well, they said it couldn't be done and they were right. It couldn't."

  • In 1974, Frank Nolan, a grey-haired man in a dark suit and tie, approached the advertising agency to discuss a new Guinness product.

  • 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.

  • The product was initially called "Daft Guinness" due to the seemingly ridiculous method of plunging a syringe into the beer.

  • Frank suggested the name "BDG" - Bottled Draught Guinness.

  • The product failed due to initial misunderstanding of the public's reaction as well as the product name.

  • The company over-hyped the new Guinness Light product.

  • Potential customers in focus groups perceived the product suspiciously, particularly the use of the "creamer" (syringe) device.

  • The name was perceived as too descriptive and the drink wasn't seen as a substitute for the genuine article.

  • Guinness underestimated the public perception of the product in pubs, with drinkers not accepting the new product.

  • Focus groups for Guinness Light were conducted among young men, not those who would traditionally drink Guinness.

  • The company underestimated the impact of the public house environment on the acceptance of Guinness Light.

  • Initial approach failed to secure support from consumers.

  • There was overwhelming negativity directed at the product in a pub setting.

  • The advertising campaign was over-the-top and hyperbolic.

  • There were suggestions to switch from TV campaigns to cheaper radio spots.

  • The product was heavily promoted and there was widespread media coverage, which made the negative feedback more prominent.

  • Lighter beers were more popular with younger drinkers, who preferred the 'less filling' option.

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Related Documents

Why Guinness Light Failed in 1979: An Insider's Confession PDF

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.

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