Murphy's Irish Stout: Whether You Like Guinness or Not

Test campaign for Murphy's Irish Stout. Brand seen as cheap imitation of Guinness. Objective: to become a brand in its own right. Media: TV bursts in Granada, summer only. Sales in Granada increased 131% over advertising period, compared with 70% elsewhere. The value of the advertising to Whitbread, including the ability to charge a premium price, is described.