What Diageo has learned from its marketing mistakes

Guinness is a brand associated with great creative. If prompted to recall the brand’s advertising some might offer the iconic ‘My Goodness, My Guinness’ line or the 1998 ‘Surfer’ ad. Few would plump for ‘Clock’, the 2012 spot that first used the ‘Made of More’ strapline.
‘Made of More’ was a purpose statement, an evocation of the Guinness brand – a beer of substance for people of substance. This, however, wasn’t entire