Guinness plans “bigger and better”

10 February, 2010

Diageo is planning to maximise Guinness’ presence around St Patrick’s Day on March 17 with activity that will "help retailers make the most of the celebrations”.

This will revolve around a print and radio campaign, along with 20,000 POS kits, including hats, wobblers, flags, T-shirts, bunting, balloons and barkers, to drive awareness of the brand’s new Bring it to Life campaign. The World advertisement will also make a return to TV screens.

For wholesale and convenience retailers Guinness Draught in a can will be marked at six for £6.49 and cans of Guinness Original will include 13.5% extra free.

Richard Barlow, marketing manager for packaged Guinness at Diageo GB, said: “Consumers and shoppers have been celebrating St Patrick’s Day for over 15 years. The extensive activity we have planned for this year’s celebrations are bigger and better than ever and will really bring St Patrick’s Day to life for consumers.

“Retailers will benefit from a widespread brand presence. This year, with our on-pack promotions and impactful POS, we are helping to create and deliver a great St Patrick’s Day experience in-store with Guinness at the heart of it. In return we hope that the awareness will create excitement at the point of purchase and drive overall category growth.”

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