Diageo Ireland: Guinness RM Programme - A Remarkable Experience

Diageo Ireland's Guinness is one of the world's favorite stouts. But in 2008, its Guinness Relationship Marketing Programme faced the challenge of shifting focus to younger drinkers, who are less brand loyal, without risking its profitable relationship with older drinkers.

Diageo Ireland: Guinness RM Programme: A Remarkable Experience

RMG Target

ENTRY INFORMATION

Category: Product Manufacturing and DistributionCountry where program ran: IrelandDate program started/ended: 1st January - 24th December 2008

Product Description: Established in 1759, Guinness has become one of the world's favourite stouts and is one of the world's most iconic brands. The Guinness Relationship Marketing Programme rewards loyal Guinness drinkers through a series of communications throughout the year.

Advertiser/Client Name: Diageo IrelandMedia Channels: Direct MailTV/Video/Radio

STRATEGY

Marketplace Challenge:

In 2008, the Guinness Relationship Marketing (RM) Programme was faced with...

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