Diageo has launched a major campaign for its Guinness brand to help licensees prepare for St Patrick's Day (SPD). The event this year falls on a Friday (17 March) so there are likely to be more people out celebrating in pubs than usual. As well as a £2.5m media spend spanning TV, press and radio, Diageo has distributed promotional kits to 30,000 pubs across the UK. Each kit includes SPD posters and Guinness hats enabling licensees to advertise what they will be doing on the night and over the weekend. The hats will be used in a consumer promotion. For every four pints bought for a group of friends, they will get one hat and four badges free. Guinness marketing director Russell Jones said: 'This year we have got 50,000 extra kegs being shipped over from Dublin for SPD celebrations. 'Whereas we normally sell an average of 1m pints of Guinness a day, we would expect to sell 5m a day over the celebratory weekend.' He said that to drive footfall, licensees need to plan in advance, with posters and word-of-mouth advertising to tell customers what events they have in planned for the day. They also need to clean the lines in advance and make sure they have correctly branded glassware. The first of the ads launched this week, including a new ad called 'Fridge'. Jones and the 90-strong technical team will be visiting pubs in city centres across the country on the day, dressed up as pints, 'to create some noise'.