Helping Guinness gain traction in Japan and Korea

  • Guinness asked us to explore how its brand purpose is understood in contemporary Japanese and Korean culture, and provide creative inspiration for the brand team and their agency

    We provided historical and contemporary insight into how people make individual choices in collective societies, an analysis of how the Guinness brand platform was already manifest in the two cultures, and insights about the roles beer plays in people's lives

    Our output was used to inform creative agency briefs and create a far more radical way of thinking about Guinness in Japan, which will require some really bold actions

  • I can’t speak highly enough of the team at Flamingo Tokyo. The work they did for me on Guinness was truly excellent – enabling our team to radically rethink all aspects of how we sell Guinness in Japan, and to set in motion new thinking for Korea which is now the fastest growing Guinness market in the world. This was achieved through the strength of the team – their ability to understand our issues, and think creatively about how to address them using really innovative ways to understand consumers and culture

    Andrew Geoghegan,
    Global Head of Consumer Planning, DIAGEO