Diageo launches first TV ad for Guinness Red
Diageo GB is ploughing £6 million into a marketing campaign for Guinness Red which will include the brand's first ever TV ad.
Diageo GB is ploughing £6 million into a marketing campaign for Guinness Red which will include the brand's first ever TV ad.
The national ad campaign aims to drive further brand awareness within Central England, which Diageo is currently using as a "test area" to gauge the brand's popularity. Following a trial in 2007, Guinness Red was rolled out to more than 700 outlets in cities and towns including Birmingham, Leicester, Coventry and Nottingham.
A further 300 outlets stock Guinness Red nationally, including O'Neill's.
The 'Guinness Red - Looks Dark, Tastes Light' TV advert follows a man on his journey to a bar for a pint of Guinness Red. Along the way he learns that appearances can be deceptive, reinforced by taking a sip of a pint of Guinness Red, which is brewed in the same way as Guinness Draught but has a lighter taste.
The campaign also includes outdoor advertising across more than 1,200 sites, in-bar sampling and an experiential campaign at a range of events. Current Guinness Red stockists will receive new point of sale kits with material to encourage purchase.
Louise Curran, Guinness Red marketing manager at Diageo GB, said: "We know people who try Guinness Red love the beer and buy it again. Our new campaign is all about driving mass awareness and trial and introduces our new positioning which communicates the refreshingly light-taste of the beer."
Guinness Red is brewed in the same way as Guinness Draught but uses only lightly-roasted barley which gives it a ruby red colour and lighter taste. It is served at Gunness's 'Extra Cold' temperature of 3.5°c.
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