Diageo is to advertise its canned Guinness Draught for the first time in five years to support a revamp of the take-home format.
Guinness Draught in a can will be relaunched on September 1 with a smoother and creamier taste - thanks to brewing technology improvements that avoid the Guinness being oxidised in the can - supported by a packaging redesign with a “fresh, modern, clean look”.
Senior brand manager for Guinness Chris Stagg said the changes would improve the quality of the brew and introduce new consumers from its target market of 25 to 45-year-old males. It would, he added, also encourage more people
who drink Guinness in the pub to drink it at home.
“The improvements mean the Guinness taste and experience is better than ever. Coupled with updated packaging, this is the most exciting thing to happen to Guinness in the off-trade since we launched the widget in 1989,” said Stagg.
The new canned Guinness Draught was launched in Ireland 12 months ago and, said Stagg, brought about an uplift in sales which he is hoping will be repeated in the UK.
Diageo has seen sales of the canned Guinness format increase by 7% year-on-year [ACNielsen MAT June 12 2004] and household penetration increase by 80,000 households over the same period.
The relaunch will be supported by press and radio commercials and point-of sale material in store, explaining the changes that have been made to the product.
This will form part of a £7.5m Guinness marketing campaign running from September until Christmas, which is part of a £30m planned spend on the brand for the next 12 months.
Sean McAllister