Diageo Great Britain is spending &£4.5m on a new advertising and marketing campaign to promote Guinness and Guinness Draught Extra Cold during the World Cup.
Three new versions of Abbott Mead Vickers.BBDO’s “NoituLove” TV ad, in which three drinkers evolve backwards through time, have been created, playing on ideas of freezing. One features three men freezing before they get out of the pub; another shows a fish jumping out of the sea but landing on frozen water; and the third has a lizard getting its tongue stuck in a frozen puddle.
A national newspaper campaign continues both the evolution theme and the “Good things come to those who wait” strapline. Sponsorships – including the Guinness Premiership, Sky Sport, TalkSport and Real Radio in Scotland – will also continue, reinforcing the brand’s association with sport.