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In 1999 Guinness brought us “Surfer”

This is an advert inspired by market research which suggested that it’s customers were frustrated by the time it took to pour a pint. Guinness knew that to get the perfect pint of the black stuff the settlement time was critical. With this in mind, they chose to communicate that “good thing come to those who wait”. “Ahab says, ‘I don’t care who you are, here’s to your dream.'” – Stride Alley Media – The Power Or Market Research – When Insight & Creativity Combine- Igniting Inspiration.