Guinness ramps up marketing for birthday

Diageo is ramping up marketing activity for Guinness with a fresh direct mail and sales promotion campaign as the brand’s 250th anniversary approaches.

Guinness campaign

The drinks maker will send 1.4m consumers coupons offering consumers £1 off Guinness Original and Guinness Draught in a Can in the lead up to the global celebrations to mark “Arthur’s Day”, named after the drink’s founder Arthur Guinness, on 24 September.

A Guinness Original promotion will also run in the soon-to-be closed The London Paper offering consumers a free four pack when they collect three coupons.

Promotional 10-pack Guinness Draught will come with a limited edition 250th anniversary glass. In addition, thousands of Guinness 250th point-of-sale (POS) kits will be sent to retailers.

The below-the-line activity is being supported by a global television advertisement, created by Saatchi & Saatchi EMEA, featuring drinkers in a Dublin bar raising a glass to the Guinness founder.

“Arthur’s Day” will be celebrated with a concert in Dublin featuring Black Eyed Peas, Estelle, Kasabian and The Enemy.

On-trade activity will include a live toast at 17.59 on the 24th on Sky’s Pub TV channel featuring drinkers and artists including Sir Bob Geldof. 

Readers' comments (1)

  • With the forthcoming anniverary, is there any chance of providing the Angel, St.Mary's Square, Kelvedon, Essex. CO5 9AN with glasses and any other useful merchandise. At present we drink the nectar out of all and sundry glass ware. Many thanks, BC.

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