Guinness Brand Steps Up Marketing to Combat Decrease in Sales
The Guinness brand is to get a marketing makeover - parent company Diageo is investing in a £12m advertising push to broaden its appeal and boost flagging sales.
Drinks maker Diageo has explained that the "Surge" campaign marks the start of a "permanent investment" into promoting the quality of Guinness and the feeling drinkers get when they have a pint of it.
Although the Guinness brand gained share in the last quarter as a result of increased marketing spend, sales of the traditional ale have fallen 3% year-on-year in Diageo's 2013 financial year - it is hoped the new campaign will turn the tides.
Over the next month, TV, print and outdoor activity will launch nationwide, alongside mobile advertising which will give Guinness drinkers the opportunity to win a complimentary pint when they tap their smartphones against the harp logo on newly installed Guinness pumps.
In addition, an on-trade accreditation programme will be rolled out to 18,000 pubs and clubs between September and July 2014 to encourage outlets to teach their staff how to pour the perfect of pint of Guinness.
This campaign is the latest phase of the brand's £34m "Made of More" marketing strategy, which seeks to regain consumer market share amid the rise of premium brands and the growing popularity of craft beers.