tone of voice<\/a> over more than 250 years. History sometimes restricts brands, but the rich, poetic tone of Guinness\u2019s communications still goes down smoothly, though the copy has matured over time.<\/p>\nBegun in 1935, the \u2018My goodness, my Guinness\u2019 campaign helped to establish Guinness\u2019s distinctive sense of humour. Based on a simple \u2018zoo-keeper and animal\u2019 concept, each poster showed at least one black Guinness pint, making the image instantly recognisable. Our favourite is the Toucan advert, which shows a bird with two pints, and the copy: \u2018If he can say as you can \/ Guinness is good for you \/ How grand to be a Toucan \/ Just think what Toucan do.\u2019<\/p>\n
In 1959, slogans like \u2018Guinness for strength\u2019 were still going strong. But times were changing, so the brand took advantage of the rise of photography to produce a new style of posters. An artfully shot photograph of an attractive young man and woman enjoying a Guinness might now seem commonplace, but showing female drinkers was unusual at the time, and widened the drink\u2019s appeal to a new demographic. The pint looks particularly good photographed in black and white, and the copy \u2013 \u2018Guinness is grand\u2019 \u2013 is typically crisp.<\/p>\n
Jump forwards to June 2006 and Guinness was winning awards for its TV adverts. The entertaining \u2018Noitulove\u2019 \u2013 backwards for \u2018Evolution\u2019 \u2013 advert won the Grand Prix at Cannes Lions Advertising Festival, by showing the devolution of three men, who, at the height of evolution, are enjoying a pint of Guinness.<\/p>\n
Over the past 80 years the Guinness brand has adapted according to technology and trends \u2013 people going clubbing can now buy bottled Guinness to avoid sloshing their pints on the dance floor. Guinness\u2019s tone of voice has also adapted, but the brand has retained its whimsical sense of humour and sharp one-liners \u2013 \u2018My goodness, my Guinness\u2019 is now \u2018Made of more\u2019.<\/p>\n
And, central to the brand\u2019s success, is its enduring ability to treat customers as people who are a cut above the norm \u2013 who are \u2018stronger\u2019, \u2018grander\u2019 or simply \u2018made of more\u2019 than their contemporaries. That\u2019s how, in the words of the current Guinness website<\/a>, \u2018a unique Irish stout became, with a little magic, one of the World\u2019s best-loved beers.\u2019<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.1″ hover_enabled=”0″ sticky_enabled=”0″] \u2018Bold. Distinctive. Full of character.\u2019 The words chosen by Guinness to describe its bittersweet black beer are just as appropriate to the brand itself, which has cultivated an inimitable tone of voice over more than 250 years. History sometimes restricts brands, […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,414],"tags":[],"class_list":["post-70531","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-tone-of-voice-us"],"acf":[],"yoast_head":"\n
Guinness - Tone Of Choice - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/guinness-tone-of-choice\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guinness - Tone Of Choice - Stratton Craig - Global Copywriting & Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.1″ hover_enabled=”0″ sticky_enabled=”0″] \u2018Bold. Distinctive. 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