£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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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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