The campaign includes two TV adverts and two short documentaries focusing on: “strength of character,” “integrity,” “courage,” “empathy” and “resilience” from the world of rugby and feature both former Wales captain Gareth Thomas and former South Africa rugby player Ashwin Willemse.
Over the next five months, Diageo aims to recruit 500,000 pub goers with the introduction of the Guinness Lineout – a new way for people to buy a round of Guinness easily for their friends which will see Diageo sending out PoS kits to over 10,000 outlets.
For many of the larger pubs, the kits will include inflatable rugby posts and outdoor flags. Diageo will also work closely with 100 ‘shrine’ outlets – the best rugby pubs in the UK and their licensees – to provide them with bespoke PoS to drive speed of serve and thus increase sales for Guinness and total beer.
In addition, Diageo will also continue the Guinness partnership with MatchPint to help drive footfall during the rugby season. MatchPint, available online and as a mobile app, offers consumers a ‘buy one get one free’ deal on Guinness when people check in at outlets that are signed up to the MatchPint deal.