{"id":2688,"date":"2021-09-05T23:26:48","date_gmt":"2021-09-05T17:56:48","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2688"},"modified":"2021-09-05T23:26:48","modified_gmt":"2021-09-05T17:56:48","slug":"iconic-ads-guinness-is-good-for-you","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/09\/05\/iconic-ads-guinness-is-good-for-you\/","title":{"rendered":"Iconic Ads: Guinness &#8211; Is Good For You"},"content":{"rendered":"\n<p>Arthur Guinness founded the Guinness Brewing Company in 1759 and shortly after moved it to its current location in St. James Gate, Dublin. There it began brewing porter, a popular variety of ale among Dublin&#8217;s working class, rather than lager or other ales. An engraving featuring a drinker, a keg of Guinness stout, and the words &#8220;peace, health, and prosperity&#8221; appeared in a 1794 issue of The Gentlemen&#8217;s Magazine. This is almost certainly the first Guinness advertisement.<\/p>\n\n\n\n<p>But there was no consistent advertising until years later. The company relied on consumer word-of-mouth for many years afterwards, and in 1862, the company adopted its signature harp insignia. There were many customers for &#8220;the black stuff.&#8221;  Throughout the 19th and early 20th centuries, Guinness followed the many Irish seeking work and better chances in Britain &amp; elsewhere. Guinness had gone global thanks to the Irish diaspora.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Advertising<\/h2>\n\n\n\n<p>Tepid sales in the 1920s prompted Guinness executives, led by CJ Newbold, then the company&#8217;s managing director, to hire the London advertising agency S. H. Benson (later merged with Ogilvy &amp; Mather) to create a more formal advertising campaign, which began in early 1929.<\/p>\n\n\n\n<p>Samuel H. Benson wanted his company to focus on things that were both socially acceptable and affordable. Guinness&#8217;s management desired tasteful advertisements. They collaborated to create a legendary commercial campaign.<\/p>\n\n\n\n<p>Market research was conducted when agency personnel visited pubs in London, and asked patrons, &#8220;Why are you drinking Guinness?&#8221; &#8216;Guinness is good for you,&#8217; was the response 9 times out of 10. That is where the slogan originated.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"402\" height=\"1024\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/guinness-first-ever-ad-402x1024.jpeg\" alt=\"\" class=\"wp-image-2691\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/guinness-first-ever-ad-402x1024.jpeg 402w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/guinness-first-ever-ad-118x300.jpeg 118w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/guinness-first-ever-ad-768x1958.jpeg 768w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/guinness-first-ever-ad-803x2048.jpeg 803w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/09\/guinness-first-ever-ad-scaled.jpeg 753w\" sizes=\"(max-width: 402px) 100vw, 402px\" \/><\/figure><\/div>\n\n\n\n<p>The first advertisement in the campaign appeared in the London Daily Mail and other British newspapers on February 6, 1929, following testing in Scotland in 1928. &#8220;Tied houses,&#8221; which served beers from a single brewery, dominated the British pub market. Guinness didn&#8217;t have tied houses, so customers had to ask for it often enough for Guinness to obtain entry to the pubs. Advertising was a novel and unaccepted concept then. So the ad began with the somewhat apologetic phrase, \u201cThis is the first advertisement ever issued in a national paper to advertise Guinness.\u201d<\/p>\n\n\n\n<p>Then, some corporate leaders, notably Lord Iveagh, the Guinness family patriarch, saw advertising as a desperate expedient.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Good for You?<\/h2>\n\n\n\n<p>Guinness was thought to be healthful at the time due to its high iron content, according to doctors. Other print advertisements cited seven positive qualities: strength, nerves, digestion, weariness, sleeplessness, tonic effect, and blood. Guinness for Strength, Have a Guinness When You&#8217;re Tired, and A Guinness a Day were just a few of the slogans that appeared later.<\/p>\n\n\n\n<p>Recent research has revealed that it contains anti-oxidants, but health claims are absent  owing to strict regulation.<\/p>\n\n\n\n<p>The ad was so effective that one autumn 1929 print ad was simply a glass of Guinness and the words Good for You.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Flat sales in the 1920s prompted Guinness, to hire advertising agency S. H. Benson to create a formal advertising campaign, which began in early 1929.<\/p>\n","protected":false},"author":1,"featured_media":2692,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,10],"tags":[39,895,897,896],"class_list":["post-2688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-marketing","tag-advertising","tag-benson","tag-good-for-you","tag-guinness"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Guinness - Is Good For You Point of View<\/title>\n<meta name=\"description\" content=\"When agency personnel visited pubs in London, and asked patrons, &quot;Why are you drinking Guinness?&quot; &#039;Guinness is good for you,&#039; was the response.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/09\/05\/iconic-ads-guinness-is-good-for-you\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: Guinness - Is Good For You Point of View\" \/>\n<meta property=\"og:description\" content=\"When agency personnel visited pubs in London, and asked patrons, &quot;Why are you drinking Guinness?&quot; 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