1950
Guinness Promotes Oyster Pairing in Illustrated Advertising
In 1950, Guinness promoted its stout with oysters in an illustrated American advertisement titled Guinness Guide to Oysters. The advertisement described nine oyster varieties and recommended Guinness as their accompaniment, combining information about food with an invitation to try the beer. Developed by David Ogilvy’s New York agency, the oyster guide was followed by related food advertisements, including a Guinness Guide to Cheese. These guides made named foods and their suggested beer accompaniment the organizing subject of the advertisement.
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Sources
These sources support the dating and historical claims in this entry.
Ogilvy. Chris Celletti. “Ogilvy 75 — 75 Years of Iconic Campaigns.” September 19, 2024. Agency history identifies the New York office, the oyster guide, and the related cheese guide; reproduced advertisements were inspected.
Tavern Trove. “Guinness Extra Stout Paper Ad,” item 62564, “Guinness Guide To Oysters.” Catalogs a surviving advertisement from The New Yorker, September 30, 1950.
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