Diageo is ramping up activity on its Guinness brand with a £2.5m investment to coincide with the international rugby season and St Patrick’s Day.
The marketing campaign will reflect both occasions through off-trade specific TV and radio advertising and sponsorship and rugby-branded packs featuring consumer offers.
Its new Fridge television commercial launches on February 13 and will air throughout the spring. The ad highlights the Guinness experience that drinkers can have at home by building on the iconic ‘Good things come to those who wait’ campaign, which it revived last October.
Sara Springer, Diageo GB’s senior brand manager for Guinness, said: “Spring has always been a key sales period for the Guinness brand.”
She said retailers should promote large packs to drive purchases by rugby fans through this month and next, but mid-size packs in March would also suit the St Patrick’s Day period.

The Famous Grouse, distributed by Maxxium UK, is marking its sponsorship of the Scottish international rugby team for the 15th consecutive season with a £750,000 advertising investment - including posters, special builds and branded taxis - during this year’s Six Nations Tournament, which begins tomorrow (February 5).
Badger Ales’ Tanglefoot Ale brand has been given a revamp with a new bottle label design and graphics as well as an on-pack free branded T-shirt offer, redeemable against 10 special bottle crowns.
Mount Gay Rum has been launched with a new packaging design to give clearer information and stronger branding, with more emphasis on the Mount Gay brand name.
Tesco is offering customers a free half bottle of Champagne if they order bouquets of flowers totalling over £20 in the run up to Valentine’s Day. It is also offering discounts on Champagne and sparkling wines purchased online. A case of six Wolf Blass wines is reduced from £60 to £40 for the period.
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tanglefoot twist
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