Guinness #TasteofBlack

#TasteofBlack is a fully integrated campaign that tackles the most obvious difference to most South Koreans of choosing Guinness over a beer or lager; its colour black. Rather than the traditional route of using a celebrity to encourage purchase, iris focused on the six key tastes of Guinness – smooth, depth, creamy, bold, rich and amazing – and encouraged consumers to reconsider what Guinness is made of, and then share their experience. The commercial also features renowned Korean content creators, who will create their own content based on their individual #TasteofBlack experience, which will feature on their respective YouTube channels.