Ideas for tender.
The light side of the dark
We was need to build on this….
...Making it more relevant (based on consumer insides)
Or in Russian…
Add a little more Irishness…and the Guinness head…
Giving us a much more vibrant imagery rich execution
Make advertising stand out…
Animated for stand out (Animated Pillars)
Extreme formats (Iconic/Status Brand Placement & Our target audience travel a lot…)
Media fame….
Let’s be unconventional on and around Special Events –
e.g. St. Patrick’s Day and Arthur Guinness Day
e.g. St. Patrick’s Day and Arthur Guinness Day
Break from the clutter in store…on a small scale, but everywhere…
…And on a larger scale…where opportunity exists in Modern Trade…act like a Category Leader
Display is key – Bottle Glorifiers in key outlets, support the volume sellers and opportunities…
Unique display: stand out from clutter, build on the Iconography and Brand Heritage/Status
St Patricks Day promotion
Associations: Irish, sociable, fun
Objectives: Trial and volume
Mechanics : A 4 bottle multi pack with gift and leaflet (PPO) goes in store about six weeks before St Patrick’s Day. The gift is a reversible (black / white) Guinness drinking mitt (so to get a pair of mittens you need to buy two multi packs!). The in pack leaflet talks about Guinness, and the St Patrick’s Day celebration of Irishness.
In store materials offer consumers the opportunity to join in the fun of St Patrick’s Day with this special offer from Guinness.
