Guinness GB is to put major promotional backing behind Guinness Extra Cold, a super-chilled version of the stout brand, for the first time this summer, in a drive to attract younger drinkers.
Guinness Extra Cold is being rolled out to 3,000 pubs and bars across the UK after successful tests. It is chilled to three degrees centigrade, a temperature which makes it seem lighter and easier to drink than Draught Guinness.
A 2m TV and press campaign for Extra Cold is now being developed by Guinness’ advertising agency Abbott Mead Vickers. BBDO. Aimed at the younger end of Guinness’ 20-35-year-old target drinkers, it will run alongside existing advertising for Guinness Draught.
Creative details are still being decided but the campaign is likely to continue Guinness’ “Good Things Come to Those Who Wait” proposition, despite the fact Extra Cold pours faster than the original. The ads have tended to depend on the slow delivery time of the stout for dramatic effect.
Guinness GB spends an estimated 18m on advertising a year. The new campaign is part of a broader strategy, which also features Guinness trialing branded fridges in the take-home market to offer super-cool cans of Guinness.
Guinness GB recently axed its Enigma lager, transferred the marketing and production of Harp Irish Lager to regional brewer Wolverhampton & Dudley, and transferred production of Kaliber lager and Guinness Bitter overseas. The stouts are now the only Guinness products brewed in the UK.