Ogilvy's Guinness Guide To Cheese Print Ad
Part of Ogilvy's Guinness Guide To... campaign.
Red areas are most likely to attract attention, followed by Yellow/Orange areas, and Blue areas. Areas that have no color overlay are unlikely to attract visual attention.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing
Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be
noticed at first glance, regardless of its 1, 2, 3, or 4 order.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing
Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be
noticed at first glance, regardless of its 1, 2, 3, or 4 order.
Image Description
The "Guinness Guide to Cheese" print ad features a grid of various cheeses, each with a description, presented in a vintage style. The ad ties each cheese to Guinness, suggesting pairings.
Positive Aspects
The ad effectively combines visuals with informative text, making it both educational and engaging. It cleverly associates Guinness with gourmet cheeses, enhancing its brand image as sophisticated and versatile.
Key Takeaways
- Visual Attention: Red areas in the heatmap indicate where viewers' eyes are likely drawn first, helping understand design impact.
- Strategic Pairing: The ad links different cheeses with Guinness, suggesting a refined taste experience.
- Marketing Insight: Using visual elements and descriptions, the ad captures interest and conveys a clear message about product compatibility.
Additional Insights
David Ogilvy's genius shines through in this campaign by associating Guinness with premium, artisanal products like cheese. This approach not only broadens Guinness's appeal but also positions it within a lifestyle context. It's a great example of how thoughtful design and clever marketing can elevate a brand.
