Diageo: Guinness - It's Alive Inside
RMG Target
ENTRY INFORMATION
Category: Product Manufacturing and DistributionCountry where program ran: IrelandDate program started/ended: February 2007 - February 2008
Product Description: Guinness Draught and Guinness Draught in cans
Advertiser/Client Name: Diageo IrelandMedia Channels: DirectMailPrint
STRATEGY
Marketplace Challenge:
In 2007, Guinness continued to experience a downturn in sales due to changing trends in the Irish Alcohol market and significantly increased pressure from competing lagers and ciders. Many of these brands now match Guinness' strong associations with in-pub (on trade) events such as sports and...