Guinness

Driving first-drink consumption on match day

Guinness
Front Row Fans

Integrated campaign

BRAND RELATIONSHIP

From Old Pal to Team Mate

KEY BEHAVIOUR

Get people to choose Guinness Foreign Extra Stout as their first drink for watching English Premier League games.

KEY BARRIER

Guinness Foreign Extra Stout isn't a drink for the big football match - it's too challenging and high in alcohol.

KEY COMPARISON

Watching the match versus watching the match with expert TV commentary - you get so much more out of the game.

FRONT ROW FANS

Guinness Foreign Extra Stout enhances the football viewing experience in African bars by giving you the chance to watch it up close and personal with the ultimate English Premier League guru, Thierry Henry.

Results

4.35 MILLION

Total participants

160,000

Cases sold of Guinness during promo period

101,000

Daily participation of people

247 MILLION

PR value

3,988

Bars where the campaign was activated across in Kenya

111%

Digital media reach and 88% media reach

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