UK: Diageo to spend £3m on Guinness advertisement

Guinness is unveiling a £3m advertising drive to encourage sports fans into pubs. National ad campaign launches at the end of the month, The Publican informed on August 13.

The campaign will kick-start with a national outdoor campaign at the end of August.

Guinness will also continue its sponsorship of Sky 3D, and will bring back its award-winning ads by early September.

On the ground 11,000 pubs will get rugby and football themed point-of-sale kits, which include fixture lists for football, rugby, cricket and golf, as well as posters and drip mats.

Pub-goers will also get the chance to win one of 15,000 Guinness watches by collecting tickets when they buy a pint of the black stuff and entering a draw.

Paul Cornell, Guinness marketing manager, Diageo GB, said: “As a brand, we’re enjoying our highest ever share in the on-trade so want to continue to support licensees by heavily investing in the brand and help pub-goers enjoy their time in outlet.

"Guinness has a long association with sport so we’re really going to make watching sport in pubs with a pint of the black stuff a great experience.”

18 August, 2010