Video: Diageo launches new £5.5m TV campaign for Guinness

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By Robyn Black+

22-Jan-2013

Related topics: Drinks & Brands News, Ale & Stout

Diageo is ploughing a further £5.5m into Guinness in a bid to reinvigorate the stout brand.

The ad breaks on Thursday (24 January)

The ad breaks on Thursday (24 January)

A new TV ad, the second instalment in its £33m “Made of More” campaign which launched last October, will be released on Thursday (24 January).

The new ad, directed by award-winning Peter Thwaites, is set in Bohemia in the 1890s and tells the story of a town’s clock that doesn’t settle for the ordinary.  The clock influences time to enhance peoples’ days; either by accelerating time for a boring task to go faster, reversing time to avoid an unfortunate event or pausing time to allow a precious moment to last longer, said the company.

In the 12-month period to September last year sales of the “Black Stuff” in pubs and bars dropped by nearly 10% in volume and 5% in value, according to CGA Strategy.

“We will continue to invest in Guinness throughout 2013 to drive its point of difference versus other brands in the beer category, and we are confident that this latest instalment will drive even greater affinity with this truly iconic brand,” Nick Britton, Guinness marketing manager at Diageo.

In November, Diageo also fitted the first of over 65,000 new fonts for Guinness to help boost its fortunes on the bar.  

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