New advert for Guinness marks start of £34m marketing push
The current burst will be worth £12.7m in marketing spend and comprises the new ad, which focuses on the surge of the beer as it settles in the glass, outdoor posters, cinema, digital and mobile advertising.
It is the third ad in the brand’s “Made of More” campaign which was unveiled in October 2012.
“The surge creative marks the start of a permanent investment into quality from Guinness,” said marketing manager Nicola Samons.
“Guinness is growing 4%, ahead of the total beer category, highlighting the demand for premium beer (CGA value to 13.07.2013). Guinness will continue to drive value into this category and increase the visibility of premium beer in the on trade with this full through-the-line quality programme,” she said.
On-trade investment
In the on-trade the campaign will be supported via the brand’s Quality Accreditation Programme which was launched in April.
It is being extended to 18,000 outlets between this month and June 2014 and from November all the accredited pubs will be listed online, to help drive traffic to the successful venues.
The company says it invests £700 per outlet in the scheme to ensure Guinness is served perfectly every time.
Participating venues are visited by “Quality Executives” who provide training on pouring and serving the perfect pint of Guinness.
Outlets which perform well are awarded with a plaque, PoS and the new Guinness font modeled on the St James Gate brewery in Dublin that was unveiled last December.
