The introduction of the first ever television campaign in the U.S. represented a major milestone for brand Guinness. The goal was to capture greater share of mind and menu for a brand with limited awareness and significant perceptual barriers - and do so in the midst of the most intense competitive activity Guinness has faced to date. For the target of 'taste beer' drinker searching for their next great beer 'discovery,' the unique sensory experience of the Guinness ritual was brought to life through a juxtapostiion of product stimulus/drinker response.