Guinness Import Company (Canada) Limited

Smithwick's Irish Dark Ale

Smithwick's was Canada's leading imported ale in draught format, and had experienced double-digit growth for over five years. This growth was primarily in the pub segment of the licensee channel. By early 1996, it appeared that growth in the traditional pub channel was becoming limited, and more competitive imported ales were being introduced, including Kilkenny, one of Guinness's own. In the first quarter of 1996, Smithwick's registered its first-ever sales decline.

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.