Draught Guinness in Cans: Hard to Believe but Easy to Swallow

Launch of Guinness in cans. Objective: to overcome consumers' disbelief that canned draught could be genuine. Media: 2 TV bursts with poster, press and radio support. Test market launch in 3 regions. Evaluation: sales success for the product and for Guinness as a whole. Rapid increases in awareness and trial. A 'free can' promotion helped trial. 30% of all trial consumers were new to Draught Guinness - half went on to try it in the on-trade sector. National roll-out was equally successful.