Guinness Time launches with 5m campaign

Diageo is launching a 5m campaign to introduce the idea of “Guinness Time” at home. It will include TV, print, on-pack promotion and a partnership with LoveFilm.com.

Diageo is launching a £5m campaign to introduce the idea of “Guinness Time” at home. It will include TV, print, on-pack promotion and a partnership with LoveFilm.com.

The campaign has the strapline, “17:59, It’s Guinness Time”, which is a play on the year that Arthur Guinness took over the St James Gate brewery and started promoting the drink as “a perfect accompaniment to an evening spent relaxing at home”.

In July, Diageo launched a 12-month sponsorship of network films on Channel 4, featuring idents of Guinness and Baileys. The new campaign intends to drive this further and put Guinness “at the heart” of the home evening drinking occasion.

The TV advert will run for six weeks from September and opens with a pint of Guinness, which turns into part of an acrobatic team that fly out of tubes and bounce against musical instruments.

As part of its on-pack promotion, the brand has signed a deal with LoveFilm to offer consumers a free Guinness Choice DVD box set featuring films such as The Godfather and the Bourne Trilogy.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here