UGC Viral Commercial Dilemma For Guinness?
Diageo, the largest multinational beer, wine and spirits company in the world, has publicly distanced itself from the below sexy Guinness UGC viral that has broken on YouTube. Almost 350.000 people watched the video before Diageo instructed YouTube to remove the fake viral commercial.
A Guinness spokesman said: “Please be assured that Guinness is in no way associated with this video, and has approached YouTube to have it removed. We are proud of our brands, and our commitment to responsible marketing, and this is not how we want our brand portrayed.” Read the article at UTalkMarketing.
More discussions about the UGC viral commercials at Brand Republic and at Neville Hobson’s blog.
Question is, would or wouldn’t you launch such a viral commercial if you were a brand manager at Guinness? Why would you? Or why not? And how do you rate this viral?
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Why would Guinness not make this type of commercial? Because alcohol companies already face enough pressure and criticism for their ads that don’t involve threesomes, why would they go out and shoot themselves in the foot with something like this? Diageo, owner of Guinness, is heavily involved with DISCUS (http://www.discus.org/) and this ad would certainly violate a number of rules.
@Rick
I’m aligned with you that any sane brand manager, willing to keep his job, would not risk his brand like this.
But to be honest: Cillit Bang TV commercials suck bigtime, but they reject the amazing Barry Scoot viral spoof: not dirty, not rude, but 100x more entertaining than the TV spot.
I feel advertising should be extremely relevant or extremely entertaining. All the grey stuff in the middle we spent millions of dollars on, but no consumer will ever remember.
Off course extremely popular products like iPhone will need not much advertising.
Cheers
Igor