East African Breweries Limited has unveiled its latest innovation in design for the Guinness brand, as it stamps its position as the leading stout in the Kenyan market.
In its modern and stylish new look unveiled today, the Guinness brand is marking yet another key milestone of a successful stout whose history dates back to 1759.
The launch of the new pack is in line with the growth strategy of the brand that has been on the rise, growing by 24% in the last financial year according to its full year financial results released on the 14th April 2014. Guinness is also the leading stout brand in the Kenyan market, with a brand equity – a measure of market goodwill and name recognition- of 28.5%.
The new look Guinness pack comes with more pronounced features including an accentuated harp, a more distinct, Arthur Guinness signature and a stylish foil cover that gives the pack a modern contemporary look. Kenya becomes the fourth market to introduce the new pack, in the global move, after Nigeria, Ghana and Cameroon.
“The new signature style will keep Guinness relevant with a new generation of consumers for years to come. Whilst we’ve changed our appearance, you’ll be glad to know we’ve kept the distinctive rich taste you know and love” said Kenya Breweries Marketing director, Joseph Gikonyo.
Gikonyo added that “Guinness is an iconic drink that rewards the drinker with its rich taste and magnetic presence. In our new design we aim to reflect that characterful flavour in both look and style, we want to ensure the brand remains fresh and current, and appeals to stylish, modern Kenyans”
He noted that the steady growth of Guinness in the beer category has been driven by consistent messaging and communication and regular consumer engagement activities over the years.
Kenya is a key market for Guinness in Africa, It contributes 80 % of the total sales in the East African region. Within Africa, the East Africa region comes in second with Africa accounting for 75 % of the global growth of the brand.
The Guinness brand has always been at the cutting edge of progress and the stunning transformation of its iconic Foreign Extra Stout packaging reflects the adventurous character of the brand.
Arianne Okong’o, Marketing Manager for Guinness & Partner Brands explained, “As part of our consumer launch re-enforcement activities, Guinness is set to embark on a series of concerts across the country, headlined by both local and international artistes. The concerts will kick off on the 12th of April at KICC in Nairobi before moving to regional hot spots in Nakuru, Meru, Kisumu & Mombasa.”
She added, “The contemporary and sophisticated style of the new Guinness bottle label reflects the adventurous character of the leading stout. Despite the change in the extrinsic properties of the brand, you can be rest assured that the world class intrinsic quality remains the same.”
Over the last 49 years, Guinness has consistently showcased its dynamism as an innovative brand that keeps up with global trends.
This new development follows past consumer engagement activities such as the popular television show Guinness Football Challenge, Guinness Make it happen campaign and the Ticket to Greatness campaign.
The history of Guinness is a stirring tale of inspiration, dedication, ingenuity and effort becoming one of the most iconic brands worldwide.