Diageo launches new-look Guinness Draught in a Can

Thursday, 24 September 2009

This October, as part of a £5million Christmas campaign, Diageo Great Britain (GB) will launch newly redesigned packaging for Guinness Draught in a Can to maximise its standout on-shelf and shopper appeal.

The redesign is across both primary and outer packaging. The campaign includes new POS, nationwide sampling to reach 1.5 million Guinness consumers before Christmas, as well as consumer and trade press advertising to inform retailers of the new pack changes.

The redesigned pack features an Arthur Guinness' ‘seal of approval' signature and a clear ‘draught' message placed directly under the brand name to differentiate from other variants in the Guinness portfolio.

The new can also carries a three-step message for the perfect serve, guiding consumers on the correct temperature, time and tilt - so that they can create a serve ritual at home.

In addition, consumers will benefit from the wider mouth to deliver a smoother head and a more convenient pour helping them to recreate the pub experience at home.

Available in 4, 6, 10, 12 and 18-can multi-packs, the new outer packaging is designed to create an impactful display in-store and emphasises the distinctive pint.

A Guinness branded glass, bearing the iconic Guinness glass shape, will be available to send off for with the 18-can multi-packs. The 16oz glass delivers the perfect serve from Guinness Draught in a Can, further enhancing the pub experience at home.

Consumer research showed extremely positive results for the new look, with more premium cues reported. The new can achieved greater standout on shelf vs all key competitors and it also achieved the highest premium scores vs all key competitors.

Results also indicated broader appeal from a wider audience, helping to diversify Guinness' presence in the off-trade. Importantly for Guinness loyalists, research concluded that whilst having a more modern and contemporary feel, the new look remains reassuringly traditional and familiar.

Richard Barlow, Marketing Manager for packaged Guinness at Diageo GB, says: "Our research has indicated that the new Guinness Draught in a Can packaging will be hugely successful in delivering a high impact, quality and contemporary look that is truly reflective of Guinness today.

"Part of a £5million spend for this quarter the new pack will accompany host of exciting activity, set to excel awareness and uptake of the brand. Guinness is currently out performing the beer market by +7% Vol and +5% value in the off-trade and our continued heavy-weight activity this year should translate even more positively into increased footfall figures and sales."

Single and multipacks of Guinness Draught in a Can will be in-store from October 1.

Source: Guinness

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