This month, as part of a pound;5m Christmas campaign, Diageo will launch redesigned packaging for Guinness Draught in a can to maximise its stand-out on-shelf and shopper appeal. The re-design is across both primary and outer packaging.
It will be supported with POS and nationwide sampling to reach 1.5 million Guinness consumers before Christmas, as well as consumer and trade press advertising to inform retailers of the new pack changes.
The re-designed pack features an Arthur Guinness ‘seal of approval’ signature and a clear ‘draught’ message placed directly under the brand name to differentiate it from other variants in the Guinness portfolio.
The new can also carries a three-step message for the perfect serve, guiding consumers on the correct temperature, time and tilt.
In addition, consumers will benefit from the wider mouth to deliver a smoother head, and a more convenient pour helping them to recreate the pub experience at home.
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