Guinness unveils hands-on advertising
Diageo has unveiled the latest execution in its award-winning ŒGood things come to those who wait¹ advertising campaign.
The advert, called "Hands" is a much more low-key effort than some of its illustrious predecessors, such as "Surfer", but still attempts to communicate the benefits of waiting for that perfect pint of Guinness.
Russell Jones, Guinness marketing director, Diageo GB, said: ³Recent research has shown that Guinness has the highest advertising recall of all beer brands, and we are certain "Hands" will continue to build the reputation the brand has for iconic and original advertising."
The advert breaks on February 12 with a £2.5m spend behind it. It can be seen on TV and in cinemas, pubs, football stadiums and billboards. Diageo is also making a big push towards creating interest among the online community.
To try to create interactive interest in the campaign and brand, a website has been produced, where the ad can be viewed.
Visitors to www.guinnesshands.com will have the opportunity to direct and customise their own Guinness "Hands" film, which they can send to friends.
The site also contains behind-the-scenes footage and information on the making of the advert.
This latest marketing push follows the news that Guinness is now the UK's third biggest selling beer brand behind Carling and Foster's. Added to this, distribution of the brand across the trade is sitting at 68 per cent its highest ever level.
Diageo believes the £1bn spent on the brand in all sectors of the market last year had a big impact while its sponsorship of Guinness Premiership rugby has made a "tangible difference" to attitudes to the brand.
