By Ian Neubauer
Diageo Australia is investing $350,000 into Guinness brand activity in the lead up to the key St Patrick’s Day sales period, celebrated in Australia on Tuesday week (Mar 17).
The increased brand and promotional activity aims to drive consumer awareness, giving retailers the opportunity to increase incremental Guinness sales with the message that ‘On St Patrick’s Day, Only Guinness hits the Spot’.
This year’s celebrations also mark the 250th anniversary of Guinness, with additional display materials and branded merchandise distributed to mark the watershed event.
Venues participating in Guinness St Patrick’s Day activities will also appear on a day planner for consumers at the Australian Guinness website, which turns a list of must-visit venues into an itinerary to be emailed to friends. A Facebook application has also been created for the same purpose.
“St Patrick’s Day is the most important day of the year for Ireland’s favourite stout, particularly in 2009 when the brand will be celebrating its 250th anniversary,” said Diageo Australia’s group marketing manager – Guinness, Jonathan Curnow.
“The trade can expect to see increased brand visibility and activity leading up to the day and continuing for the remainder of March,” he said.