This will include a through-the-line campaign and POS material to drive awareness of the brand's new 'Bring it to Life' campaign. Some 20,000 POS kits are available including hats, wobblers, flags, T-shirts, bunting, balloons and barkers to help stores increase visibility around St Patrick's Day.
A print and radio campaign will run throughout March and the recent 'World' advertisement will return to TV screens. Last year Guinness outperformed the beer category by 6% value over the St Patrick's Day period.
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