Guinness is kicking off the most important international marketing campaign in its historical past to mark its debut because the official beer and non-alcoholic beer companion of the Premier League.
In June, the Diageo-owned model introduced a four-year cope with England’s Premier League, after beating Heineken in a multimillion-pound bidding struggle to interchange Budweiser because the official beer companion. It’s Guinness’s first international partnership in soccer.
The marketing campaign, created by the model’s longtime company AMV BBDO, launches a brand new platform known as “Lovely Game for a Guinness.”
As a result of the Premier League is the most important soccer league on this planet, broadcasting video games in 920 million properties throughout 189 international locations, Guinness wanted “a platform that is truly global in nature,” Somnath Dasgupta, international advertising and marketing director for sports activities partnerships, advised ADWEEK. Guinness will look to activate its Premier League partnership in over 70 international locations.
The brewer’s goal is “to drive association [of the brand] with sport,” Dasgupta stated. Whereas it already has some sports activities partnerships, resembling its long-term sponsorship of the Six Nations rugby championship, in sure markets it’s not sometimes the primary beer related to soccer.
“The global platform helps us cement our association with [soccer] in a wider pool of consumers … for whom beer and [soccer] are intertwined,” stated Dasgupta.
“Lovely Game for a Guinness” will comprise 4 movies set in several international locations, out-of-home adverts, artistic showing in pubs and stores, sponsorship of the Premier League’s Objective of the Month award, and a fleet of 20 tankers led by soccer legend Alan Shearer that can depart Dublin and ship beer to followers.
The primary movie, “Eriskay,” launches in Nice Britain and Eire to coincide with the Premier League’s season-opening recreation on Friday between Manchester United and Fulham.
Set on the Scottish island of Eriskay, the place 10% of the inhabitants performs for the one soccer group there, the advert depicts how the game brings collectively even probably the most distant communities and motivates them to beat hardship for the love of the sport.
“Rooftop,” premiering globally within the coming weeks, takes place in Seoul, South Korea, the place a bunch of shopping center colleagues by no means pause their soccer enthusiasm, even whereas the remainder of town sleeps.
