Diageo promotes the perfect night in with Guinness

05 September, 2008

Diageo is spending £5 million on a campaign including TV and print advertising for Guinness.

The campaign will focus on 1759 - the year Arthur Guinness bought the brewery in Dublin - as a play on the ongoing Guinness Time ad theme.

The brand is linking up with DVD rental company Lovefilm for an on-pack offer across 10, 12, 15, and 18-packs of Guinness Draught and 12-packs of Guinness Original.

Consumers signing up to a monthly rental subscription will get a DVD box set of Robert De Niro and Al Pacino movies.

It will continue to sponsor films on Channel 4 in partnership with sister brand Baileys, as part of a strategy to position Guinness as the perfect accompaniment to an evening in.

Senior brand manager Richard Barlow said: "We believe that focusing on this evening drinking occasion is the ideal way of engaging new consumers in the

brand."

He

said Guinness shoppers spend 6 4% more on drinks than average shoppers.




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What makes wine special

Reaching the 50th instalment of Hemmingís Way is hardly the biggest milestone, but I donít need much of an excuse to pour myself a glass of champagne before getting dressed. Itís a better reason than I had for all 49 other instalments, anyway. Not that that stopped me.

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