Ploys from the black stuff

07 September, 2007

Diageo is to spend 5 million on a TV ad and revamped packaging for Guinness in the run-up to Christmas.

As part of the Good Things Come to Those Who Wait campaign, the ad will depict "the collective passion of a community unified in the celebration of Guinness", according to senior brand manager Steven Hamilton. It will go live in November backed by in-store POS, press ads and digital marketing.

There will be new pack designs across the entire Guinness range in a bid to improve the brand's "quality credentials and impact at point of purchase", Hamilton added. The redesigned packs will sport serving tips from the master brewer, product descriptions and a permanent send-away offer on larger packs for branded glasswear.

Two limited edition gift packs will be launched in time for Christmas - a 10-pack containing a free glass and a Guinness Collection Pack consisting of four cans of Guinness Draught, four bottles of Guinness Extra Stout and four cans of Guinness Foreign Extra Stout.

To remind consumers of the quality of Guinness Draught from cans, Diageo is rolling out a programme of sampling at outdoor sporting events and in stores nationwide.

An interactive e-mail will also be sent to 200,000 Guinness drinkers.

"Guinness Draught shoppers spend a remarkable 71 per cent more on alcohol than the average beer, wine and spirits shopper, and 34 per cent more than the average beer shopper," Hamilton added.

"Retailers should give the black stuff good space on-shelf and in-fridge, making sure promotional packs are clearly displayed."




Bookmark this


Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter