Diageo promotes the perfect night in with Guinness

05 September, 2008

Diageo is spending 5 million on a campaign including TV and print advertising for Guinness.

The campaign will focus on 1759 - the year Arthur Guinness bought the brewery in Dublin - as a play on the ongoing Guinness Time ad theme.

The brand is linking up with DVD rental company Lovefilm for an on-pack offer across 10, 12, 15, and 18-packs of Guinness Draught and 12-packs of Guinness Original.

Consumers signing up to a monthly rental subscription will get a DVD box set of Robert De Niro and Al Pacino movies.

It will continue to sponsor films on Channel 4 in partnership with sister brand Baileys, as part of a strategy to position Guinness as the perfect accompaniment to an evening in.

Senior brand manager Richard Barlow said: "We believe that focusing on this evening drinking occasion is the ideal way of engaging new consumers in the

brand."

He

said Guinness shoppers spend 6 4% more on drinks than average shoppers.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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