Sooka Sentral, Kuala Lumpur, Friday 9 May 2014, — What could be a more gratifying reward for leaving work on time than a cold pint of the world’s most iconic black brew, GUINNESS®, right outside your work place? GUINNESS® celebrates those who make the bold decision to leave work on time with a free pint from its BOLD TRUCK which had the WHAT ARE YOU MADE OF? challenge boldly displayed.
“The idea came from an insight that Malaysians typically do not leave work on time and tend to work late most days. GUINNESS® is a brand that inspires people to make bold choices, and this campaign is a reaffirmation of that principle. The decision to leave work on time is just one example of a bold move that our consumers make, and it shows that they are truly men and women who are ‘Made of More’,” said Bruce Dallas, Marketing Director of Guinness Anchor Berhad.
“It’s a campaign which resonates with our younger drinkers, those who understand that life is big and full of opportunities – that there’s so much out there they want to see and experience. It builds on our successful new packaging launch for GUINNESS® Foreign Extra Stout last year, which had a great reception with our younger consumers.”, he added.
The Made of More truck was in place outside Malones in Sooka Sentral for the entire day, attracting the attention of office workers and passers-by, curious to find out just what would happen at 17:59 – GUINNESS® time. A countdown on the side of the truck, along with the bold slogan, “What Are You Made Of?” piqued the interests of a crowd of onlookers, some of whom assembled as early as mid-afternoon.
At the stroke of 17:59, the crowds of office workers, curious passers-by, and members of the media witnessed the opening of the GUINNESS® Made of More truck. The truck, a portable ‘pop-up mobile pub’ complete with taps dispensing GUINNESS® Draft, opened up to reveal the bar hidden inside. Beautiful GUINNESS® brand ambassador girls alighted, ready to serve the bold, deserving consumers a cold pint of the world’s favourite black brew as their reward for showing they were Made of More and leaving work on time.