Black Eyed Peas, Estelle and a host of other musicians and celebrities will be involved in Guinness’s 250th anniversary this year.
It is 250 years since the founder Arthur Guinness signed a lease on the first brewery and famous “Guinness lovers” including Sir Bob Geldof, Guy Ritchie and Sophie Dahl will gather at a Dublin event to toast the Guinness family’s charitable contributions in Ireland. Soul II Soul and The Undertones are to play at this event on September 24.
The event, which will be joined by satellite parties in New York, Lagos, Yaoundé and Kuala Lumpur, will also launch the Diageo owned brand’s €5m (£4.47m) charitable fund designed equip people with skills to benefit their communities.
An advertising campaign for the event is currently being finalised. The brand’s incumbent agency Abbott Mead Vickers.BBDO is expected to create a full advertising campaign including TV, digital, press and out of home executions.
Media will be handled by Diageo incumbent Carat.
GB Guinness marketing manager Paul Cornell says: “We are inviting our fans to come together and join the worldwide celebration as we raise a glass to Arthur and look forward with excitement to the next 250 years.”