NEW LOOK FOR GUINNESS DRAUGHT IN A CAN
Diageo has developed new graphics for its Guinness canned “draught” beer to make the most of the product on the fixture. The re-design is synchronised with Diageo’s planned pre-Christmas advertising which will include nationwide sampling.
The graphics show an Arthur Guinness signature and a clearer draught message to improve the differentiation from other portfolio offers.
We are told the new pack carries explicit instructions covering the right temperature, the right time for pouring and the right tilt, this is to encourage some sense of ritual around the home experience.
There is also a wider mouth which will help create a better pouring expeirnece and a better head on the beer.
The 18 can multi pack will carry a send-away offer for a 16oz branded classic Guinness glass.
Shopper research established that the new graphics and can shape give the highest premium scor viz all key competitors.
As reported in Talking Retail, Richard Barlow, Marketing Manager for packaged Guinness at Diageo GB, says: “Our research has indicated that the new Guinness Draught in a Can packaging will be hugely successful in delivering a high impact, quality and contemporary look that is truly reflective of Guinness today.
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