WSJ -- Diageo plans for the first time to dig intoi its advertising archive and to bring back some of its old TV ads to market Guinness Draught Extra Cold, a chillier version of its signature dark-brown beer. Guinness ads enjoy cult status. Bringing back the best of the archive could ignite consumer nostalgia and drinks sales.
Guinness sales have declined 3% in Ireland since last summer. Abbott Mead's consumer research shows peope want the vintage ads--so Irish and British viewers should expect to see a crazed, comical dance around a pint of Guinness airing again on national television.
Hannah Karp -- "Diageo revives old Guinness ads" in The Wall Street Journal Networking, May 21, 2004.