From the beer tap on the bar to your glass, you can’t hurry the pour of a Guinness.

While rival beers are served up in a trice and raced onto the beer mat in front of you, you have to wait … and wait for a Guinness.

Blame it on a leisurely two-part pour, plus an extended time-out below the rim for a rest. 

As you may know, this describes the Guinness journey to your glass – but only partially. 

Because it becomes lengthier still as the creamy head is eased on with time-consuming care.

What’s the thinking behind all this palaver?

It’s meant to ensure your pint is presented at its best.

And to do so it comes with a brewery-recommended pour of 119.5 seconds. 

119.5 Seconds? 

It’s often thought of as an inconvenience, a disadvantage that results in an awkward wait.

Nice one, Guinness, but is that any way to treat a pub brimming over with thirsty customers?

Well, as you might know, the Guinness creative team address this with the ‘Good Things Come to Those That Wait’ ad campaign.

Have a look at the the following spot.

It turns cooling your heels, literally waiting forever, into the No.1 selling point for the brand. 

More to waiting, we’re pleased you’ve held on to hear about another brand famous for selling a perceived inconvenience: high cost.

That’s Stella Artois with their ‘Reassuringly Expensive’ campaign.

Sure, it’s pricey beer, but you’re charmed with a film showcasing ice skating priests and a disaster that more than justifies Stella’s value.

Now over to you.

How about the inconveniences of the brand you’re working on?

Could there be an opportunity to turn a nuisance into something edgy?

Trot out the drawbacks, shortcomings and annoyances and explore.

Who knows, you might just come up with something that outshines Guinness and Stella.