Diageo is revving up its support for Guinness with a £6.5m marketing package. The spend has been set aside for a three-month ad blitz focusing on the beer’s latest TV commercial, which hit screens this week.
The ‘Out of Darkness Comes Light’ campaign began with the first of three ads for “a new chapter in the heritage of Guinness advertising”. It uses moths to replicate a pint of the black stuff settling. Nick Robinson, marketing director for Guinness at Diageo, said: “A defining characteristic of Guinness is where, out of clouds of turbulence, a creamy head appears at the top of the pint.”