Six-sheet and large-format posters and a 20-second advertisement embracing television, pub TV and digital channels will emphasise the classic Guinness colours with the concluding slogan “Dreaming of a white and black Christmas.”
There will be a Christmas-themed ad for iPhone and iPad users, plus an augmented reality app, downloadable through Blipper, that will allow consumers to scan a pint or can of Guinness and decorate it with festive ornaments.
Diageo hopes to cash in on all drinking occasions, but is targetting male drinkers in particular as they make up a significant number of Guinness drinkers.
“Men are notoriously hard to buy for and often receive gifts they don’t really want,” said Nick Britton, senior brand manager for Guinness in Western Europe. He added that, in many instances, hard-to-please men would prefer the simple present of a pint of Guinness.