Guinness Import Company (Canada) Limited

Smithwick's Irish Dark Ale

North American Porsche sales peaked in 1986, and dropped precipitously until Porsche was on the verge of bankruptcy in the early 1990s. In 1994, Porsche Cars North America hired Coyote Marketing Group to act as brand manager for the Canadian market. Armed with a simplified product strategy and a new marketing focus, Porsche set out to rebuild itself as a global brand. Still, the five-year objective for the Canadian market looked like a wild dream.

Increase brand growth and minimize cannibalization by new GIC(C)L brands

Reposition Smithwick's as fellowship, and give it an authentic Irish personality relevant to today's imported ale drinker.

Radio was chosen as the medium best able to quickly reach the imported ale drinker in geographic markets where brand distribution justified advertising support; radio also allowed for effective message frequency.

Competitive advertising focused on product attributes. Coyote decided to focus on the consumer benefit: the fun and rejuvenation of sharing a pint with a few friends. Four professional comedians were directed to improvise conversation on a number of relevant topics: relationships, personal finances, sports, the enjoyment of beer. Four hours of running conversation were edited down to three Smithwick's Dialogues spots: Figure Skating, Home Brew & Romance.

The Smithwick's brand name was introduced only if it fit naturally into the conversation.