Marketing Communications - Essay Example

First of all the ad features the evergreen and famous actor Rutger Hauer. The actor has been used to portray that just like his acting, Guinness beer is also timeless. The audience at which the ad has been targeted is inspired by Rutger Hauer’s personality. The actor has been used to personify the beer brand. The actor is dressed in black from head to toe which is a symbol of mystery. The actor projects a cool and mysterious image, making the beer brand seem cool and mysterious. The featuring of Rutger Hauer embodies all the dark and mysterious qualities that are synonymous with the brand image (COMPUTER ARTS. 2008)

The ad gives a message of socializing and also that Guinness beer is good for health. It conveys a message that with Guinness the target audience can unfold the mysteries and dark secrets of the world. In addition, a lustrous field of barley is shown in the advertisement which shows that Guinness beer is brewed from the finest barley crop. It conveys a message, that people who do not get time to socialize can make time to interact with people while having a pint of Guinness beer. At 0:35 in the ad, Rutger stops a moving needle of a watch and says “Talk amongst yourselves. I may be some time.” While delivering the dialogue the actor is holding a pint of Guinness beer in his hand. He utters the lines as he is that pint of beer that speaks for itself. Therefore it is quite clear that he’s conveying a message that even in their busy lives people can stop time if they want to. It also shows that a Guinness beer drinker has the power to stop time. As there is a general perception that alcoholic drink akees the person feels dizzy. But the ad projects a different concept. It conveys the message that Guinness beer helps the drinker to keep his mind open. It does not make the person feel dizzy by any chance; instead, it indulges the beer drinker into a whole new world of exploring dark secrets. At 1:10 Rutger says “If you keep an open mind, you’ll discover dark secrets” And even when the drinker comes back to the normal scenario, even then the person does not lose any insight and is very much in the present. At 1:30 Rutger is shown sitting with another man in the shark’s belly and is playing chess. He takes a sip of Guinness beer and makes a smooth chess move. He places a white checker which is the winning move and then the white checker turns into the head of the pint of Guinness beer. The ad promotes beer drinking and conveys a message that Guinness beer is not harmful and does not affect your senses. The ad has helped in the positioning of the brand in the minds of the consumers. It has helped to create a positive positioning.

The advertisement has helped to boost the sales of the brand but this was not the only purpose of this ad campaign. Apart from boosting sales, the ad was mainly used to position the brand in the minds of the consumer. This ad was used to change the perception of the consumers about the brand. The ad had such a powerful impact that it was able to attract more customers. The purpose of the ad was to communicate to the audience that Guinness beer is authentic and does not affect the senses of the drinker in a bad way. Everything about Guinness is good. The ad uses an emotional appeal to connect to the audience. It relates to the audience by addressing their problem of fast lives and very little time to interact. Guinness beer provider s solution to their problem of socializing.

Now talking about the effectiveness of the Guinness beer ad, the ad is effective. The ad is effective because first of all the celebrity used in the ad is an icon. Through the celebrity endorsement ad has been quite effective in making an impact on the consumer’s mind. Then the ad promotes positivity about beer drinking. This has helped in attracting new customers. The ad was basic to change the perception of the brand in the minds of the consumers and this was done successfully through the ad campaign. It was after this ad that the company experienced a significant increment in its sales. The sale of Guinness beer increased by 22 percent and this was a huge achievement. This increment in sales after this ad campaign is a symbol of the ad’s effectiveness. The ad helped to project an image of the brand as mysterious and cool. It also helped to convey a message that beer drinking is not harmful, and it does make senses dizzy. As a result, there was an increase in the number of beer drinkers. Everything about the ad was effective and eventually, it all led to the increased sales (COMPUTER ARTS. 2008)