Diageo Great Britain will launch a heavyweight campaign linking its Guinness brand with rugby.

The company said today (16 August) that it plans to invest over GBP6m in a campaign including rugby-themed advertising and in-bar point-of-sale kits, in an effort to drive sales of Guinness during the rugby-watching season.

The new advertising campaign, entitled Seconds from Greatness, will launch across TV, press and digital media beginning this month and running through until October.

Over 15,000 pubs will receive Guinness-branded visibility kits with bar runners, bunting and drip mats, to help promote live rugby in their outlet. Various pub kits will give customers the chance to win Guinness-branded rugby gear, as well as being entered into a prize draw to win a VIP rugby trip to Twickenham.

Diageo GB Guinness senior band manager Louise Curran said: "With the World Cup and Guinness Premiership kicking off in September, the sport's popularity will be at one of its highest levels.  This gives licensees a great opportunity to get their Guinness-and-rugby branded merchandise on display, put live rugby on TV and of course boost their Guinness sales by serving quality pints of the black stuff."