Following the success of our #TasteOfBlack launch campaign in South Korea, Guinness wanted to extend the campaign to additional markets and change perceptions of Guinness across East Asia. We edited our original TVC for launch in China and Taiwan, while in South Korea the TVC was supported with a nationwide sampling campaign. Guinness ‘Surge Squads’ visited bars and stores to engage with drinkers and encourage them to sample Guinness and win prizes. The activity ran throughout the summer, targeting over 4900 outlets and getting over 100k drinkers to try Guinness. Online, South Korea continued to drive awareness of Guinness through a partnership with dance group, One Million.