Guinness is black, white ... and read

16 November, 2007

Guinness brand owner Diageo is hoping its new ad campaign

will

create a domino effect

for the stout's sales.

The ad, which aired for the first time on ITV last week, carries on the brand's Good Things Come To Those Who Wait

tagline and shows an Argentinian village transfixed by an epic domino-toppling event, which ends in a giant pint of Guinness made up of toppling books.

Sixty, 90 and 30-second versions

will run on TV, in cinemas and online.

The re are also online competitions - a first for Guinness - and print ads.

Overall Diageo is spending £10 million on the campaign, which runs until April, including POS materials for supermarkets, convenience stores and cash and carries. Marketing manager Paul Cornell said: "It is the most expensive ad we've made and the most complex. "




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COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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