Diageo: Guinness Hero Harps

Guinness, an alcoholic drinks brand produced by Diageo, encouraged people to pick its brand at the bar across the UK, Ireland and Australia by launching a glowing golden harp at the point of sale.

Executive summary

The battle for consumers’ minds is right at the point of purchase. Guinness Draught’s current countermount fount (the entire on-bar tap unit) had become overshadowed by recent competitor launches that were taller and more brightly lit. As a result, bar owners were questioning whether to give Guinness Draught precious space on their bar top.

Diageo targeted 1.5% growth from a new fount design to pay back the investment. However, in a changing on-trade environment where outlets are more curated and increasingly removing big branded founts, this was going to be a tough challenge. To attract drinkers at the...

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