What's wrong with this picture?

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This Guinness ad beat all the other beer spots in Q313:

Guinness' Wheelchair Basketball Ad Spun Circles Around Competitors in Q3, Per Ace Metrix | Adweek

What did they forget?

Sales figures, you say? You are correct, hops and malts breath.

Sales info is tough to find. The owners of Guinness had this to say about their financial year ending in June: "Diageo says Guinness is the top-selling stout in the world, sales were little changed for the year ended June 2013."
http://www.bloomberg.com/news/2013-0...-struggle.html

As for U.S. beer sales, "Craft beer such as Sam Adams has been a bright spot in an otherwise stale U.S. beer market. Total American beer sales fell 2 percent in the first half of 2013, according to data compiled by Bloomberg, while the craft brew segment grew 15 percent."
http://www.bloomberg.com/news/2013-0...eer-rises.html

In any case, it's the continuing story of the ad being disassociated from results.
#picture #wrong

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