• Brandweek, Thursday, October 4, 2007 11:30 AM

Diageo is marrying its new "Alive Inside" advertising message about the Guinness pour with a plate-shaped device called the "Surger" that produces suds produced on tap for beer poured from bottles and cans. Guinness wholesalers are on the verge of placing the $25 unit into bars that serve the Irish import.

After Guinness is poured into a glass, it is placed on the Surger. The bartender pushes a button to activate sound waves, which course through the liquid creating gas bubbles and, ultimately, the familiar cascading effect typical of a Guinness pint poured from draught.

Last week, Diageo aired a 30-second "Alive Inside" spot showcasing the black and foamy brown bubbles of the liquid during a pour. Through special effects, the visual morphed inside the glass to depict the bubbles and little men who are shot out of cannons to head-butt the drums and percussion instruments that are part of the foamy head.

Read the whole story at Brandweek »