Guinness' brewer Diageo began a three-month test of its much-vaunted 'FastPour' variant in 35 UK pubs two months ago, but Murphy's owner Interbrew is going one step further, rolling its system out nationally to replace the two-part pour where requested. Interbrew has stated it is investing £9m in the Murphy's brand relaunch, with £5m slated for advertising.
Fastflow is part of a switch in strategy for Murphy's, which previously sought to attract new drinkers to stout. Now it has decided to focus on drawing existing stout drinkers away from Guinness.
TV ads through Bartle Bogle Hegarty and in-bar communications by Vitamin V will support the Fastflow launch. The creative uses skeletons to imply the time wasted in waiting for a two-part pour, with the caption 'The waiting's over'.
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