UK: Diageo targets off-trade with 'Guinness Time' push

By | 2 September 2008

Diageo is set to target the off-trade in the UK with its latest campaign for the Guinness beer brand.

The company's UK unit said late last week that it will invest GBP5m (US$8.9m) in '17:59. It's Guinness Time', a campaign which plays on the year Arthur Guinness took over the St James's Gate brewery in Dublin, where Guinness is brewed.

The campaign will include an on-pack promotion which will run for six weeks across ten-, 12-, 15- and 18-packs of Guinness Draught in a Can and the Guinness Original 12-pack. As part of the promotion, Guinness will partner with DVD postal rental company When consumers sign up to a month's subscription with, they will then receive a free Guinness Choice DVD box set, including titles such as The Godfather and the Bourne Trilogy.

The push will also be supported by in-store sampling and visibility, TV and print advertising and PR.

In July, Diageo announced a 12-month sponsorship of network film on Channel 4, featuring idents of Guinness and Baileys.

"The Channel 4 sponsorship has established the association between Guinness and the at-home, evening drinking occasion," said Richard Barlow, senior brand manager at Diageo GB. "By running the 17:59 campaign, we are able to drive this association further.

"We believe that focusing on this evening drinking occasion, is the ideal way of engaging new consumers into the Guinness brand."

The new Guinness campaign also includes a TV advert, which will run from September for six weeks.

Sectors: Beer & cider

Companies: Guinness, Diageo

View next/previous articles

Currently reading -

UK: Diageo targets off-trade with 'Guinness Time' push

There are currently no comments on this article

Be the first to comment on this article

Related articles

US: Economy slumps in Q4, spirits sales slowing

The US economy declined by 6% in the fourth quarter of 2008, more steeply than predicted, as fresh industry figures this week indicate that spirits sales have continued to weaken.

FRANCE: Remy Cointreau to re-jig travel retail

Rémy Cointreau is to restructure its global travel retail division once the French drinks group leaves the Maxxium distribution partnership in April.

just the round-up - The week in drinks

See the top stories published on just-drinks this week.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page