Last week I had the opportunity to attend a secret launch. It was such a secret that all I knew was that it was a new Guinness product. I admit it is not a customer service story per say but a tale of a great brand and a great launch. Now I love a bit of mystery and intrigue, who doesn’t ! So I headed off to the Tivoli car park abuzz with what they were up to.
I was greeted by Mongolian Yurts, blank bottles of undisclosed alcohol and blackboards detailing tasty treats that would soon arrive. There was even a dine in the dark section, but I was much happier sipping on my mystery tipple. At this stage my curiosity was rising with every sip of said mystery drink. Even the lovely promo girls didn’t give anything away; they were dressed in simple blue tee-shirts.
Here comes the good bit. After a brief break in proceedings the product was unveiled. Cue branded bottles entering the Yurt presented by promo girls in branded tee shirts (Kudos to them for their quick change skills) Then I noticed that all the previously blank posters were now adorned with the freshly launched Guinness black lager bottle.
It really was a great launch and executed brilliantly. As the master brewer said what would Arthur Guinness have thought ? A new Guinness lager being launched in Mongolian Yurts on Frances Street, surrounded by graffitied walls in a car park. It sounds a little bit mad, just like Guinness Black Lager, but it worked as does the new lager. A bit of madness never hurt anyone I say and when it is Guinness leading the madness, it is best to just go with it and take another swig.