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UK: Guinness spends £5m on campaign for bottle brand

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CPM has been appointed by Guinness as the lead agency in a £5m marketing campaign using the art of magic to promote Guinness Draught in a Bottle. Consumers will be entertained by CPM sampling staff, specially trained to perform magic tricks to highlight the brand's new format, through illusion.

Encouraging packaged lager and spirit drinkers to add Guinness Draught in a Bottle to their reportoire, the campaign will run up until April 2001, in nominated bars and clubs in more than 15 major UK cities.

Free Guinness vouchers will be distributed, which can be redeemed at the bar, to persuade its target audience (19-29 year olds) to sample a complementary bottle and each bar will have a point of sale and sampling stock.

Managing director of CPM said: " This particular field marketing campaign is the perfect medium to promote Guinness Draught in a Bottle as it not only takes the message to the target audience, but through magic actually reveals it to them - seeing is believing."

Magic Management Marketing & Training has been appointed by Guinness to devise and train interactive the magical presentations relating specifically to Guinness Draught in a Bottle.

Director of Magic Management, James Freedman said: "The interactive presentations we create are designed to convey specific brand messages and at the same time, give the consumer an entertaining and enjoyable experience. The results are that for the consumer, that feel good factor remains positively associated with the brand."


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