The campaign will kick off with national outdoor advertising on August 30 to drive awareness of Guinness and its association with sport, according to brand owner Diageo.
Its World ad will be back on TV in early September, and the campaign will include print advertising and sponsorship of Sky 3D.
A new Guinness-branded glass will be out next month, with a free 16oz glass available with 10 packs of Guinness Draught in a Can. Glasses will also be given away with 12 packs or multibuy deals.
The new glass “reinforces the brand’s quality and heritage credentials”, said Diageo, and gives “greater prominence to the harp logo, creating a frame for a more dynamic-looking surge when the Guinness is poured”.
Wholesalers will be supplied with price-marked packs for Guinness Draught in a Can (rrp six for £6.59), and the Guinness Original Extra Fill can for retailers outside of Scotland.
Richard Barlow, marketing manager for packaged Guinness at Diageo GB, said its male target market of 25 to 44 year olds would see the outdoor advertising around 10 times and the TV ads around five times throughout the campaign.
“Guinness will have a high level of consumer awareness right at the start of a key period for the brand – the kick-off to the sporting season,” he said.
“We’re delighted to be able to offer shoppers the new Guinness glass, specially designed for the 44cl Guinness Draught in a Can and perfect to enjoy your Guinness at home, with your mates, while watching sport. Guinness merchandise is always very popular so this is a great value-add for consumers.”