Guinness unveils new rugby activity
Diageo Great Britain (GB) is capitalising on the growing popularity of rugby with the launch of a marketing campaign to drive sales of Guinness.
It will include TV and press adverting as well as point of sale (PoS) kits designed to attract customers into pubs showing rugby matches this season.
Seven thousand outlets will receive three different variants of the kits, including Guinness-branded posters, bar runners, dripmats, pocket fixture lists, changing room signs for ladies and gents, and bunting.
Two-thirds of the kits also feature a consumer 'Try Time' promotion that will add greater atmosphere to the occasion and give consumers the opportunity to win a mini Guinness Premiership rugby ball on the spot.
Lee Bailey, Guinness sponsorship manager, Diageo GB, said: "An extra million people watched last year's Rugby World Cup final in comparison to 2003 and Premiership matches have seen nine successive years of growth with attendances during the 2006/07 season averaging more than 11,000 for the first time.
"The Six Nations Tournament, with 15 international matches all being televised at weekends on BBC, presents outlets with a great opportunity to capitalise on this growing popularity.
"By serving quality pints of the black stuff, licensees will be tapping into the profit opportunity afforded by the three and a half million valuable Guinness drinkers who are keen rugby fans and who also spend 12 per cent more on food and drink than the average beer drinker."
