Guinness is letting World Cup fever go to consumers' heads with an offbeat on-pack promotion which goes into stores next week. As part of a £2.5m marketing push behind the brand for the event, special 17 packs of Guinness Draught in cans will contain a fun wig ­ one of four based on fantasy hair styles of imaginary football heroes ­ the pro-perm, the midfield mohawk, the goalie pony and the champion's sweep. The packs will go into most major multiples and the wigs will also be on offer in promotions running in 10,000 pubs. At stake during the footballing extravaganza is an anticipated sales boost for the brand of 10% and the marketing support includes advertising, sales promotions, direct mail and online activity. {{DRINKS }}