The first advertisement appeared in 1929 in the newspaper “Daily Chronicle”. The text stated that “Quality and only the quality of Guinness is due to the fact that it managed to become the largest brewing company in the world”. And soon the well-known slogan “Guinness is good for you” appeared. Although it may seem that this approach is too simple, but the consumer easily puts these words into consciousness.
The first advertising person of the company was not any movie star, but the most unusual ostrich. He tried to keep seven beers of beer in his beak at once. Then an ostrich was shown, with a glass of foam drink stuck in his throat.
Surprisingly, the ads caused a lot of feedback – people did not understand how an ostrich in the mouth could have a glass at all. It was necessary to give an explanation to the artist John Gilroy. In his opinion, the ostrich was just trying to imitate the circus sea lion, juggling a beaker with a glass. Having thrown it, the bird tried to swallow, so that the priceless drink did not disappear. The moral of advertising was simple – even the ostrich understands what Guinness is, not knowing how to really drink beer. And in 1935, in the advertisement, a toucan appeared. He became one of the most famous birds that advertised the brand. Another poster from Gilroy portrayed a man carrying a heavy bench. The slogan sounded like Guinness – for the strong. ” The poster became so popular that visitors in bars even asked to bring the same bench with beer to try their hand.
The company “Guinness” eventually began to advertise in the main English magazines. The audience was more refined, a new approach was required. Then the advertisers suggested using parodies of famous poems. Edward Lear, Jeffrey Chaucer, John Keats were transformed. A parody of the works of Lewis Carroll has become so popular that even increased sales of “Alice in Wonderland” and “Alice in the Looking Glass.” After advertising beer appeared in university editions, the advertisers wrote poems in Latin. And this idea turned out to be successful – some of the best copies, including the pictures, were reprinted even by The Times. A unique case – in the English edition the product was advertised in Latin!
Despite the promotional success, Rupert Guinness put the decline of the glorious dynasty, increasingly its representatives performed representative functions. After the Second World War, in general professional managers were hired from other firms and ran a brewing giant. Only his name remained unchanged – Arthur Guinness` Son & Co., Ltd. The third lord of Ivo became in 1967 Benjamin Guinness, he entered the history of the brand the last chairman of the board of the family of founders. In 1986, Benjamin left the post, the new head was Ernest Saunders, who both legally and effectively led the company. The last 10-15 years have become very difficult for the Guinness. There was an international scandal, attempts to rehabilitate the wet reputation. But all this is the story of a new company, which only is called the name of Arthur Guinness, having lost family traditions.
Another part of the history of the brand is related to the Book of Records. And it all began in 1951, when the company’s managing director, Sir Hugh Beaver, went hunting in Wexford County in the southeastern part of Ireland. There with the manager there was an interesting case. Sir Beaver shot a bird flying past, but did not hit it. In the evening, for a beer in a local pub, he told his friends about his mistake. One of the interlocutors, wanting to console the shooter, said that he had no chance to get, because the golden plover is the fastest bird in the world. Immediately there was a dispute – there were those who believed that there are birds and faster. This argument pushed Beaver to the idea that every day in 85 thousand pubs in Britain such disputes are being waged. How good it would be if there was some authoritative source that would contain information about the record holders in different areas. This would immediately make the book a bestseller, Beaver believed.Returning to his metropolitan office, he presented the idea to a colleague, Christopher Chathaway. They invited the brothers of the Muquirters, the owners of the London news agency, to themselves. At the meeting, it was decided to jointly produce the Guinness Book of Records.
Her first publication appeared in August 1955. The flair did not fail Beaver – the book immediately became a hit. Over the first few months, it was possible to sell more than 50 thousand copies of it. And by the next year the sales volume amounted to 5 million units. In 1962 appeared the first foreign edition – in French. Since then the book has been translated into 23 languages. In 1974, nearly 24 million copies of the record collection were sold. The Guinness Book of Records was recognized as the best-selling of the copyrighted ones. So she fell into herself. In 2003, the book overcame a circulation of 100 million copies, updated every year.