Given Guinness’ unique ownership of the stout category, Diageo looked to Barfly to test and validate new creative options for the US market, in order to encourage consumers to re-appraise stout as a serious alternative to the likes of IPA.
The propositions and liquids were tested using Barfly’s ‘Deep Dive’ approach with bartenders in New York City and Chicago, each hand-selected from Barfly’s network in those cities. Each concept was fully interrogated to understand liquid preference, reactions to the big idea, feedback on pack design and salience towards the different reasons-to-believe.
An essential part of the deliverables back to the client was a ‘sizzle film’ – a short three-minute, upbeat sales film for internal audiences only, bringing to life the sheer scale of the opportunity and levels of trade advocacy that such an innovation could bring.
Based on the Barfly’s recommendation, Guinness Milk Stout was successfully launched in the US in 2019, under the sub brand name of ‘Over The Moon’.