Diageo Great Britain is inves­ting £4.5m extra in marketing Guinness this year to drive sales in the football and summer periods.

The campaign, launched this month, includes three Guinness Draught Extra Cold executions of the 'Noitulove' TV ad launched last year. The new ads give a chilly twist to the original to remind drinkers that the drink is ideal for the summer months.

'Noitulove', or 'evolution' spelt backwards, tells the story of three friends who journey back through history to reach a pint of Guinness. A newspaper print campaign continues the iconic 'Good things come to those who wait' strapline.

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