The first advertisement appeared in 1929 in the Daily Chronicle. The text read that "Quality and quality alone Guinness owes to the fact that it has managed to become the largest brewing company in the world." And soon the famous slogan "Guinness is good for you" appeared. Although it may seem that this approach is too simple, the consumer easily lets these words into consciousness.
The first advertising face of the company was not some movie star, but the most unusual ostrich. He tried to keep seven glasses of beer in his beak at once. Then an ostrich was shown with a glass of foamy drink stuck in its throat.
Surprisingly, the advertisement caused a lot of reviews - people did not understand how an ostrich could even have a glass in its mouth. I had to clarify the artist John Gilroy. In his opinion, the ostrich was simply trying to imitate the circus sea lion, juggling a glass with its beak. Throwing it up, the bird tried to swallow so that the priceless drink would not be lost. The moral of the advertisement was simple - even an ostrich understands what Guinness is, not knowing how to drink beer properly. And in 1935, a toucan appeared in an advertisement. He became one of the most famous birds to advertise the brand. Another poster from Gilroy depicted a man carrying a heavy bench. The slogan sounded like Guinness - for the strong. " The poster became so popular that visitors in bars even asked to bring the same bench with beer to try their hand.
The Guinness company eventually began to advertise in major English magazines. A unique case - in the English edition the product was advertised in Latin!
Despite advertising successes, Rupert Guinness marked the end of the glorious dynasty, more and more often its representatives performed representative functions. After World War II, in general, professional managers were hired from other firms and ran the brewing giant. Only his name remained unchanged - Arthur Guinness` Son & Co., Ltd. Benjamin Guinness became the third lord of Ivo in 1967, he went down in the history of the brand as the last chairman of the board from the founding family. In 1986, Benjamin left the post, Ernest Saunders became the new head, who became both legally and actually managing the company. The last 10-15 years have been very difficult for Guinness. There was also an international scandal, attempts to rehabilitate a tarnished reputation. But all this is the story of a new company, which is only called by the name of Arthur Guinness, having lost family traditions.
Another part of the brand's history is associated with the Book of Records. It all began in 1951, when the company's managing director, Sir Hugh Beaver, went hunting in County Wexford in southeastern Ireland. An interesting incident happened to the manager there. Sir Beaver fired at a bird flying past, but missed. In the evening, over a beer in a local pub, he told his friends about his mistake. One of the interlocutors, wishing to console the shooter, said that he had no chance to hit, because the golden plover is the fastest bird in the world. A dispute immediately ensued - there were those who believed that there are birds and faster. This controversy led Beaver to the idea that there are similar arguments in 85,000 British pubs every day. How nice it would be if there was some authoritative source that would contain information about the champions in different areas. That would immediately make the book a bestseller, Beaver believed. Back at his Metropolitan office, he presented the idea to a colleague, Christopher Chathaway. They invited the McWhirter brothers, the owners of the London news agency, to their place. At the meeting, it was decided to jointly release the Guinness Book of Records.
Its first edition appeared in August 1955. Beaver's instinct did not disappoint - the book immediately became a hit. In the first few months, more than 50 thousand copies of it were sold. And already by the next year, sales amounted to 5 million units. In 1962, the first foreign edition appeared - in French. Since then, the book has been translated into 23 languages. In 1974, nearly 24 million copies of the record collection were sold. The Guinness Book of Records was recognized as the best-selling copyrighted one. So she got into herself. In 2003, the book surpassed a circulation of 100 million copies, being updated every year.