I enjoyed reading Guinness: The 250 Year Quest for the Perfect Pint by Bill Yenne. It was fascinating how Guinness survived through many recessions, depressions, and wars. Below is an excerpt from the book about one of their marketing campaigns:
Arthur Fawcett’s most outstanding publicity achievement was unquestionably his ambitious “Bottledrops” of 1954 and 1959. The idea was based on the old notion of sealing a message in a bottle and casting it into the ocean, hoping that it would be found by someone, some day, on a distant shore across the world. Fawcett did exactly this, but on an immense scale, putting messages into 50,000 bottles in 1954. In turn, these were dropped into six locations in the Atlantic Ocean, four in the Pacific Ocean and one in the Indian Ocean. All of the drops were north of the equator except two each in the Atlantic and Pacific. The messages tightly rolled and inserted in the bottles were a booklet about Guinness and a signed and numbered document that explained the Bottledrop as facilitating research into the perfect way to seal a bottle.
“In my opinion,” wrote Fawcett in his message in the bottles, “If all these operations are done correctly, the positive life of the efficient sealing will be at least 500 years … it is perhaps intriguing to stop and think that many of these bottles, floating in the oceans of the world, may survive even many of the people reading this particular memorandum.”
- GUINNESS Foreign Extra Stout Arrives in the U.S. (prnewswire.com)