Guinness launches new marketing strategy

05 November, 2009

The drinks company has moved away from its Good Things Come to Those Who Wait theme with its latest ad campaign.

Guinness has moved away from its Good Things Come to Those Who Wait theme with its latest ad campaign.

The brand’s new Bring it to Life marketing campaign kicks off with an ad called World, which sees a group of guys come together to bring a world to life in a "creative parallel to the surge and settle motion of a poured pint of Guinness".

Diageo said the £5 million campaign will drive awareness of the brand “as a drink that can be enjoyed during numerous occasions at home, from low to high tempo, focusing on the life and energy in a can of Guinness”.

The creative will be featured on POS items including pallet wraps and pre-filled merchandised units until December.

Richard Barlow, marketing manager for packaged Guinness, said: “We believe this new direction for Guinness will further invigorate the brand and drive greater consumer interest and even more purchase occasions which will in turn drive sales for retailers.”




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter