Rugby & Guinness are an intuitive fit with identical values which have stood true since Guinness stepped into rugby in the 80s.
In a world of brands vying for consumer attention & experiences a valued commodity, Guinness knew it needed to do more to maintain position as most associated brand in rugby in GB and IOI.
In Dec ‘18 Guinness announced Title Partnership of the Six Nations & Proud Partner of Women’s Six Nations & a 50 strong team assembled to bring the partnership to life. But did it work? You decide:
• Sales increase of +8.4% ontrade & +13% offtrade
• 4 point brand association lead v competitors
• Ranking 1st for spontaneous & prompted awareness for responsible drinking campaign.