Diageo to promote new look for Guinness
By Adnews Staff
Diageo unveiled new global packaging for Guinness Draught at an event in Toronto yesterday. The can has been modified to improve the effect of pouring the beer into a glass. The new visual design keeps the harp logo and the colours black, gold and white, but uses a more modern typeface intended to reduce formality, according to the company. The product will now also be sold in self-dispensing boxes of eight called the Guinness Fridge Pack. In Canada, the updated product will be promoted with a national marketing campaign consisting of radio and billboard advertising by BBDO Toronto, promotions and events by The Marketing Store, electronic communications by Euro RSGC and public relations by Strategic Objectives. No other specifics of the "multi-million dollar" marketing program are currently available. In addition, Diageo Canada has signed a sponsorship agreement making Guinness the official beer of Rugby Canada, including the men's and women's Canadian national teams. The brand's logo will be displayed on all team uniforms.