Guinness launches £12.7m on-trade quality campaign

Guinness is demonstrating its continued commitment to quality with a new £12.7m campaign, part of a wider £34m spend on the brand over the next 12 months. The campaign launched in September with a new 20 second TV ad and focuses on the “surge” of the Guinness pint, bringing to life its power in a new and energetic way. The “surge” creative marks the start of a permanent investment into quality from Guinness and will be supported with various marketing initiatives.
Nicola Samons, Marketing Manager for Guinness Western Europe at Diageo, comments, “Guinness is growing at +4%, ahead of the total beer category, highlighting the consumer demand for premium beer. It will continue to drive value into this category and increase the visibility of premium beer in the on trade with this quality programme.”
As part of the initiative Quality Executives from Diageo will visiting bars, pubs and other licensed trade premises to provide staff training on how to achieve a perfect pint of Guinness. Kevin Bedford, Guinness Quality Director, comments, “Guinness is investing over £700 per outlet to ensure bar staff always deliver a pint made of more to every drinker, every time – and ultimately increase footfall, dwell time and profits for licensees.”
A new Accreditation Programme will also roll out to 18,000 on-trade outlets between September 2013 and June 2014, where accredited pubs will be rewarded with an Accreditation Plaque, the new “magic behind the gates” font and POS.
He continues, “We know that consumers associate a quality pint with a quality pub and research has told us that 80% of male drinkers believe getting the quality of serve right is more important in draught beer than in any other drink category. Our team is extensively trained to offer advice and support to outlets and help them maximise sales of quality Guinness.” From November all Guinness Quality Accredited pubs will be available to see online, driving consumers to visit their nearest accredited pub.