February saw stout brand Guinness leverage its rights as the title partner of the 2022 Guinness Six Nations rugby union championship with limited edition packaging in an initiative titled ‘Let’s Settle This’.
The world’s most popular stout sought to provide ‘strong stand-out on shelf’ with a limited edition packaging initiative which captured and solidified the brand’s strong association with the sport in general and the tournament in particular by celebrating ‘fanticipation’ and offering ‘something extra special for fans looking to enjoy live sport and the world-famous tournament from the comfort of their own homes’.
Available from early February until the end of the tournament on 19 March (whilst stocks last), the Diageo-owned brand’s on-pack promotion rolled out across off-trade in four pack, eight pack, 10 pack and 15 pack formats, with PMP options also available.
“Guinness is strongly associated with the Guinness Six Nations, Women’s Six Nations and partnerships with the Home Unions, and has been for many years,” explained Head Of Guinness GB John Burns. “We are always looking at ways to help our customers make the most of occasions and iconic sporting moments, so we are excited to roll out the limited-edition packaging; not only to offer existing Guinness consumers something special, but also to welcome new consumers to enjoy the famous stout.”
Comment
The brand’s partnership with the leading annual international rugby tournament puts Guinness at the heart of the men’s and women’s game and it dovetails with its status as the Official Beer of the Four Home Unions (WRU, SRU, IRFU and the RFU).
The brand’s umbrella rugby activation strategy is based around ‘ensuring fans have epic match day experiences’ and the on-pack marketing supports Guinness’ digital-first ‘Match Pint’ Six Nations tournament activation strand.
Leave a comment
You must be logged in to post a comment.