Guinness has released four pieces of content to rally the fans of each of the home nations ahead of the upcoming Autumn Internationals.
Airing from Wednesday 5 November in the UK and Ireland the four commercials focus on the attitude and achievements of Jonny Wilkinson, Shane Williams, Bill McLaren and the Munster rugby team of 1978 rather than the physical attribute of brute strength normally found in rugby adverts.
“We have a long and proud association with rugby,” explained Stephen O’Kelly, Guinness marketing director, Western Europe. “These stories demonstrate the inspirational character and integrity that is central to the sport and the values of the Guinness brand.”
The adverts form part of Guinness’s largest Autumn International campaign to date with below-the-line activity planned for over 3,000 pubs in Great Britain and increased investment in outlets around Stadia, with 30 of the best outlets selected for experiential activation, ranging from 25ft+ rugby posts at Twickenham to 50ft Guinness Domes in Murrayfield.
Guinness has also partnered with Matchpint, operating in over 500 on trade venues nationwide, to offer consumers who sign up and share their details the opportunity to receive a free pint of Guinness.