Guinness campaign to boost pub visits
Diageo is launching a £5m Guinness campaign to get customers into pubs on weekday evenings.
It will include sampling, new TV, digital and print advertising and PoS material with the strapline: "17:59. It's Guinness Time".
Diageo will provide 12,000 promotional kits with puzzles and brainteasers "so that licensees can make the most of the campaign, and drive sales of Guinness".
Customers will receive a quiz card with every pint of Guinness bought and once five cards are collected, they can send these in to win a branded watch.
Distribution of the cards will be restricted to Monday-Thursday after 5pm to encourage weeknight footfall.
The new television advert, which will run from September for six weeks, shows acrobats being propelled out of giant tubes and bouncing against percussion and string instruments.
Diageo GB marketing manager for Guinness Paul Cornell said: "Five to eight pm is a key trading period for licensees, with 34% of all beer sold during this time.
"However this occasion is currently in decline, resulting in our focus on driving people back in to the pub at this key time.
"The activity will also help licensees to fill the gap of activity in the autumn, versus last year when the Rugby World Cup helped drive more people into pubs."
