Two Christmas blockbusters, Guinness and Baileys, are to star in new TV ads as part of repositioning of the brands.
Guinness is scrapping its ‘Out of Darkness’ strapline and returning to ‘Good Things Come to Those Who Wait’ in an ad set in Iceland, running from October 3 to Christmas, part of a £5m festive spend.
Diageo hopes the activity will help it to maintain the relatively premium price positioning of Guinness over Christmas.
Baileys has a new ad, breaking next month, set in LA and featuring a new ‘Chilling together with Baileys’ message, which is part of a £5m Christmas investment.

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