Campaign: Rugby World Cup 1999
Entered by: Octagon Marketing
The idea was three-fold: to establish Guinness as an intrinsic part of the Rugby World Cup; to create a “must drink” Guinness atmosphere in key pubs; and to ensure that Guinness Draught in cans became the at-home beer of the RWC. Guinness achieved 94 per cent prompted and 67 per cent unprompted awareness as a sponsor. Eighty-six per cent awareness was achieved among male viewers of Guinness’ sponsorship of ITV coverage. The website received 130,000 visits, and the highest monthly volume share of total beer sales for Guinness Draught was achieved.