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."

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