£2m push for Guinness

12 December, 2011

Diageo has launched a £2 million Christmas ad campaign for Guinness.

Outdoor posters, TV ads and an interactive ad for iPhones and iPads will all feature the strapline “celebrate this Christmas with a Guinness”.

The 20-second TV ad will run on TV, pub TV and digital channels, and will show Guinness being poured into a glass to the sound of the song White Christmas, with the tagline: “Dreaming of a white and black Christmas”.

The iAd will give consumers tips on upcoming events such as gigs, comedy nights and pub nights, as well as featuring games and a quiz. For Apple and Android users, there will be an app that lets consumers scan a pint or can of Guinness and decorate it with festive ornaments to share on social media platforms.

Senior brand manager Nick Britton said: “Guinness is synonymous with the Christmas season, whether it is enjoying a can in front of a festive film or a cold pint of draught at Christmas parties. 

“We hope to really tap into all these drinking occasions, particularly among male drinkers who make up a significant number of Guinness drinkers. Men are notoriously hard to buy for and often receive gifts they don’t really want, when in many instances they would prefer the simple present of a pint of Guinness.”  




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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
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