GAB trucks offer free pint of brew to workers after work
Dallas (right) sharing a pint with Guinness fans during the Made of More campaign at Malones in Sooka Sentral.
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IN A daring move, Guinness Anchor Berhad (GAB) celebrated those who made the decision to leave work on time with a free pint of the world’s most iconic black brew, Guinness stout, during its recent “Made of More” campaign.
During the campaign, the Guinness “Made of More” trucks were parked in three key locations in Kuala Lumpur — Avenue K, Malones in Sooka Sentral and Scott Garden, Old Klang Road — for the entire day.
A timer on the side of the truck, along with the bold slogan, “What Are You Made Of?”, piqued the interest of onlookers.
At exactly 5.59pm, the crowd of onlookers witnessed the opening of the Guinness Made of More truck.
The truck, a portable pop-up mobile pub complete with taps dispensing Guinness Draft, opened up to reveal the bar hidden inside.
Guinness brand ambassadors alighted, ready to serve the onlookers a cold pint of Guinness as a reward for being there so soon after work.
“The idea came after surveys revealed that Malaysians typically did not leave work on time and tended to work late most days.
“The decision to leave work on time is just one example of a bold move that our consumers make, and it shows that they are truly men and women who are ‘Made of More’,” said Guinness Anchor Bhd (GAB) marketing director Bruce Dallas.
“It is a campaign that resonates with our younger drinkers, those who understand that life is big and full of opportunities — that there is so much out there they want to see and experience.
“It builds on our successful new packaging launch for Guinness Foreign Extra Stout last year, which was well received by our younger consumers,” he added.
Office worker Andrew Lim was impressed by the reveal.
“I had seen the Made of More truck when I went out for lunch with some colleagues.
“We were curious to see what it was about. Normally, I don’t leave work until at least 7pm, but the truck stayed in my mind all afternoon, so I decided to leave on time and come down to see what would happen. I am very glad I did,” he said while sipping his pint.
According to Dallas, the Made of More truck is the first stage in the Made of More campaign, with several further exciting events and initiatives over the coming months designed to celebrate and reward the bold men and women who love Guinness.
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