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Guinness Made Waiting Feel Exciting
This campaign literally saved the brand
Have you ever waited in line for something special?
Maybe a concert, a new product launch, or your favorite food spot.
The wait feels long, but when you finally get it, it’s worth it.
Guinness used this exact feeling in their marketing. Their beer takes 119.5 seconds to pour properly. Most brands would see this as a problem.
But Guinness turned it into their biggest selling point.
Instead of fighting the wait, they made it an experience, something to look forward to.
The result is that it has become one of the most iconic ad campaigns ever created.
Let's break it down!
Campaign Overview
Campaign Name: Good Things Come to Those Who Wait
Campaign Dates: 1996 - Early 2000s
Industry: Beer & Alcohol
Target Audience: Beer drinkers, mainly adults in the UK and Ireland
Guinness takes 119.5 seconds to pour correctly. That’s almost two minutes of waiting! Most beer brands would see this as a problem.
But Guinness turned it into their biggest strength. They launched the “Good Things Come to Those Who Wait” campaign to show that waiting makes Guinness better. Instead of rushing, they made waiting feel exciting, special, and rewarding.
One of the most famous ads was Surfer (1999).
They showed a man waiting for the perfect wave. When the wave finally came, white horses appeared inside it, running through the water. The slow-motion shots, dramatic music, and deep voiceover made it feel so powerful.
Other ads in the campaign followed the same idea:
Slow-motion storytelling to make waiting feel magical
Big, emotional moments to grab attention
Beautiful visuals that made Guinness look special
This campaign made people love the wait instead of cursing it. It changed how they saw Guinness - not just as a drink but as an experience worth waiting for.
Campaign Objectives
Guinness had one clear goal: To make waiting feel like a reward, not a problem.
They knew their beer took longer to pour, so instead of ignoring it, they made it a reason to love Guinness even more. Here’s what they wanted to achieve:
Change how people felt about waiting: Most people don’t like waiting for their drink. Guinness wanted to change this mindset. Instead of seeing the wait as annoying, they wanted people to feel excited and proud to wait for a Guinness.
Make Guinness feel premium: They positioned Guinness as a drink worth waiting for. Like fine wine or aged whiskey, they made Guinness feel unique, refined, and different from other beers.
Create visually stunning, unforgettable ads: Guinness didn’t just want to tell people waiting was good. They wanted to show it in a way no one would forget. So, most of their in this campaign followed the same pattern:
> Slow motion to build tension and excitement
> Powerful storytelling to make waiting feel like a journey
> Beautiful visuals to make Guinness stand out
Strengthen brand loyalty: They created a deeper emotional connection with customers by making Guinness feel like an experience, not just a beer. People who loved Guinness now had another reason to feel proud of their choice.
This campaign wasn’t just about selling more beer by solving the problem customers had in common. It was about making Guinness an example of patience and reward.
Results
Guinness made the long pour time a selling point instead of a problem. This made waiting feel exciting and special.
Ads like “Surfer” used powerful storytelling and stunning visuals to make Guinness feel high-quality and worth the wait.
The "Surfer" ad (inspired by Walter Crane’s 1892 painting "Neptune's Horses") was voted “Best Ad of All Time” by The Sunday Times and Channel 4 in 2002.
The campaign’s consistent messaging and high production quality made consumers feel a deeper connection with the brand.
This campaign boosted Guinness’s market position and became a benchmark for creative marketing in the beverage industry.
Turn a Weakness Into a Strength
Most brands try to hide their weaknesses. But Guinness showed that adopting a flaw can make your brand even more powerful. Here's how you can do the same:
Identify a potential weakness: What do customers complain about? Is there something slow, expensive, or different about your product?
Flip the narrative: Find a way to make that weakness a strength. For Example:
> Slow? → Built with care for the best quality.
> Expensive? → Premium and lasts longer.
> Difficult to use? → Powerful features for serious professionals.
Show, don’t just tell: Use visuals, customer stories, and creative campaigns to prove your point.
Example in Action:
Apple removed the headphone jack → Made it a selling point for AirPods.
Tesla has fewer charging stations than gas stations → Positioned as the future of clean energy.
Guinness takes time to pour → Made it worth the wait.
Find what makes your product unique, even if that might look like a weakness.
Then, turn it into your biggest selling point.
Conclusion
Guinness turned a long pour time into a powerful marketing advantage. Instead of seeing it as a weakness, they made it part of the brand experience.
Their slow-motion ads made waiting feel exciting and premium. The takeaway is that great marketing isn’t always about speed or convenience. Sometimes, making people wait can build anticipation and make your product feel more valuable.
What’s the most memorable ad you have ever seen? What made it stand out?
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