Diageo is spending £5m on marketing Guinness Draught in the run-up to Christmas including some off-trade specific initiatives.
On TV it will be re-running its award-winning Good Things Come to Those Who Wait campaign through to Christmas and it will be in cinemas during November and December.
In the off-trade, “Brewed in Dublin” point of sale material will be used in depots and stores to emphasise the quality message, and there will be off trade radio advertisements in drive-time shows to drive purchase through November and December.
Sara Springer, senior brand manager for Guinness, said: “Guinness performs strongly at Christmas, driving value at a time of heavy discounting in the beer category. As consumers write their shopping lists this year Guinness Draught will be even more top of mind given our £5m truly integrated marketing campaign with specific focus on the off-trade.”