My goodness! Guinness party nets a million22nd December, 2009 by Alan Lodge
An extra one million pints of Guinness were sold as Diageo celebrated the drink’s 250th anniversary on 24 September with the Arthur’s Day campaign.
The event, which marked the 250th anniversary of Arthur Guinness signing the 9,000 year lease on the St. James’s Gate Brewery in Dublin, gave licensees the chance to maximise sales amid a party atmosphere as pub-goers across the country enjoyed the celebrations.
Outlets hosting Arthur’s Day events noted a halo effect from the campaign, with 52% of licensees agreeing that Arthur’s Day increased sales, with an additional 27% of consumers drinking Guinness Draught as a result of the day, according to Diageo figures.
More than 11,000 point of sale kits were sent out to licensees from late August and included the brand’s biggest ever Text to Win mechanic with prizes including the chance to win a trip into space.
Licensees who ordered “Party Kits”, which included mini pints, inflatable hands and visibility items to help create a party atmosphere within their venue also received additional promotion via party maps on DotMobi and iPhone App’s and as a result noted an approximate 76% increase in sales.
Paul Cornell, marketing manager for Guinness, said: “The 250th anniversary was a huge milestone for Guinness and we are thrilled with the results from the Arthur’s Day campaign which exceeded all of our expectations.
“We sold an extra one million pints of Guinness on the day and could not have done this without the extensive support of licensees and Guinness supporters.
“The combination of high profile prizes and visibility items enabled licensees to drive footfall to their outlet in the lead up to the event and on the day itself. The event was such a success that 90% of licensees reported that they would run Arthur’s Day again next year.”
Alan Lodge, 22.12.2009