AT A GLANCE
Having secured a brand license from Diageo to produce GUINNESS Cheddar, we were asked by our client to launch a product to market, with food connoisseurs, cheese lovers, beer aficionados and on-line shoppers in mind.
We decided to build everything from the ground up, tell the story, and create an entire marketing suite that would appeal to those who love to drink GUINNESS and are part that brand world, but also, encourage food lovers in general to taste, cook, share and enjoy a cheddar infused with the distinctive taste of GUINNESS.
In just under six months we launched Guinness Cheddar into retail. Since then, we’ve been busy developing the go-to-market strategy in the US, launching websites, commissioning retail experiences with Selfridges London, designing products, social experiences, photography, brand aesthetics and making films.
For the GUINNESS Cheddar marketing suite, we collaborated with our brand & design agency THE FULLL ENGLISH to develop brand codes. Our design codes allowed the team behind GUINNESS Cheddar to to share their story, explain the vision for the product and showcase the brand to some of the key buyers in UK retail, now listed in major supermarkets across the country. For the US we had to adapt the rules, ensuring the success of the product in the US Grocery market where it launches this Autumn.
Our Design, creative, digital and marketing experts came together to design a brand with the Heritage of GUINNESS in mind, built for a whole new type of food lover and retail customer, with digital and physical purchase in mind.