Diageo is to launch a new £6m marketing campaign for Guinness Red that will include the very first television ad for the Black Stuff's brand extension.
The advertising aims to drive further brand awareness within the Central England area in which Guinness Red has been rolled out to 700 pubs following a successful 2007 trial in cities and towns including Birmingham, Leicester, and Nottingham.
A further 300 outlets stock Guinness Red nationally, including O'Neill's outlets.
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 has an appearance similar to its parent brand, but tastes sweeter.
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.
Guinness Red is made in exactly the same way as standard Guinness, the key difference being that the barley for Guinness Red is only lightly-roasted. It is served at 'Extra Cold' temperature (3.5°c).