Diageo is highlighting the association between Guinness and rugby with an investment of more than pound;6m this autumn. The campaign includes new rugby themed advertising and POS, and there will be two new price-marked packs for the wholesale channel.
The new advertising campaign, entitled ‘Seconds from Greatness’, highlights the connection between Guinness and rugby by drawing parallels between the anticipation and enjoyment of great rugby moments with those of a pint of Guinness.
Steve Hamilton, Guinness senior brand manager, Diageo GB, said: “Around 45% of our target consumers are now aware of the strong link between Guinness and rugby. With the world cup and Guinness Premiership kicking off in September, the sport’s popularity will be at one of its highest levels. This gives retailers a great opportunity to get their Guinness-branded point of sale materials on display in-store and to ensure the promotional packs are displayed prominently to help increase sales of Guinness.”
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