Objective:

The objective of the new Guinness ad is to remind its existing customers for its product benefits and to attract new customers. The target audience is the same as the current one of Guinness (Mostly males between 25 and 49), but is narrowed down to more specific target group. With this ad mainly male between 25 and 35 years old will be targeted. This campaign is focusing on people who are forced to work from home due to the Covid-19 pandemic lockdown. The profile of the target group are people who are in the middle- and upper-income group and enjoy to spend their free time drinking beer with friends in bars and clubs, or to spend their summers on the beach while drinking a glass of good beer. But because of the pandemic situation, they cannot do what they really enjoy and are "forced" to stay home.

The specific need that unites those people is the need to stay connected with others and the need of real valuable communication.
The primary benefit that the Guinness products bring to its target group is a refreshing drink that quench thirst. The beer has a specific unique for the brand taste and is beneficial for the consumer's health, due to the high iron content and low calorie content (Virginia Spine Institute, 2017; BBC, 2003).

Type: 

1. Social Media Ad: Facebook and Instagram sponsored ads: People who work from home mainly uses Instagram and Facebook to connect with their friends, family members and beloved ones. While they don't work, they spend their free time chatting and scrolling Instagram/ Facebook feeds. By putting the ad in these social media websites, people will be reached and engaged more efficiently.

2. Outdoor advertising: Bus/subway stops billboards: The target group are people who are in their late 20s and early 30s and are people who are drivers. But nowadays most of young professionals are environment defenders and are trying to life in more eco-friendly manner. So when they decide to go to the local shop, they may decide to walk to the shop instead of driving to there. On the way to their destination, they will pass through several bus stations and see the ad several times.

Also, when people use the subway they will see the ad placed on billboards on the stops.

3. Display advertising: The ad will be placed as a display ad in different online grocery stores. These display ads will appear on the customer's screen and will have a button to purchase now. In this way the display ads will serve as call-to-action to the target audience.

Tone: 

The tone will be informal and casual, because it will makes the customers more connected to the product and the brand, and vise versa. The use of more friendly tone will make the ad more comprehensible to the target group. Since the target audience are people who are employed full- time and work all day from home, the ad will be as a break from the endless tasks and meetings.

Copy: 

The copy for the ad is "These times are better with us!". It directly revers to the Covid-19 lockdown and suggests that better times are coming and people can make their day much more enjoyable by drinking the Guinness beer. One of the past and the most recognizable copy of the brand is "Guinness is good for you!". However, due to health restrictions this copy cannot be use. But, people know that Guinness is good for them and their health. With the new copy the brand suggests that their beer is good and beneficial for their clients' health and mental well-being.

Art Direction: 

I decide to use the traditions that Guinness has established in its print advertisements: the brand uses dark background to correspond for the dark body of the beer, and bright accent put on the top of the print ad that suggest that the heat of the beer is light and creamy.
I decide to use the same approach but to adapt the ad to the pandemic situation. On the top of the ad I used a man who works from home, but imagines being on the beach and drinking Guinness beer.