Raise Your GlassF15 Q3 On-Premise Sell Sheet

Event SummaryContinuing with the “Made of More” campaign, Guinness’ focus will be on establishing the custom of toasting local

firefighters with Guinness via Raise Your Glass events in local bars/communities around the country.

Distributor Teams # of Promotions/Team Feature Price/pitcher or sample Product Goals/Acct

Sell-in Guidelines

Account Target: • Key local accounts

Consumer Targets:• Males, 25-34

Timing:• 2-hr Event (+ 30 min.

set-up & 30 min. breakdown)

Staffing:• 1 LPM + 2 PMs

Kit:• Engraving machine &

supplies• Uniforms• Tablecloth• 1 Pull-up Banners• 1 Horizontal Banner• 3 Vertical Posters • 8 RYG Table Tents • 7 Blonde Table Tents• 12 Tea Lights &

Gravity Glasses• 50 Coasters

• ****were we are doing FF as well******

• iPad Mini + Stand• Square reader• 1 Donation Sign• 5 Photo Release

Forms• 1 Photo Release Sign

Giveaways• 15 Firefighter T-

Shirts***• 48 Gravity Glasses• 48 Glassware Boxes• 48 Info Cards• 48 Decals• Black Tissue Paper

The Big Idea:• Guinness invites communities across America to Raise a Glass in salute to local firefighters

that deserve recognition for their acts of bravery and/or character• Guinness will also use events as an opportunity to recruit new consumers via custom glass

engravings and the opportunity for attendees to show their character by donating to the Leary Firefighters Foundation or to another local charity

DMs Responsibilities: Confirm the Honoree and his/her back-story and availability Confirm an MC for the evening who will deliver a toast for the honoree (either someone

from the account or a friend/colleague of the honoree) Share Guinness speaking points for the MC toast Confirm an on-site contact for the event day Print and post customizable posters/table tents and write in honoree name at least two

weeks in advance to promote event Provide EM with completed spreadsheet containing all pertinent info when submitting

event bookings Ensure account is stocked with Guinness product for event Work with account to establish a drink special (where legal) Order Trophies - available beginning mid-February @ $50 each. Details to follow

Event Activity:• PMs circulate account announcing the event and the GH, offering samples (where legal) At

a designated time (approx. 30 minutes after event start), the MC will toast the GH, asking

the account to raise their glass to the GH• Prior to this moment, PMs will circulate account and tell guests to order a pint so they

can toast the guest of honor• PMs also offer engraved Guinness glasses and/or Firefighter T-shirts to consumers (while

supplies last) as an other method for supporting local firefighters • **IF FF IS INCLUDED**• Consumers that accept a T-shirt are directed toward the iPad mini to make a suggested

donation of $20 (consumers can opt to donate any amount or not donate at all)• Consumers that accept the engraved glass offer are brought to the engraving station by

PM to interact with PM 2 as PM continues interacting with other consumers• PM 2 manages the engraving station and engraves glasses via laser engraving machine

while also engaging them about the brand as they (approx. 30-60 seconds)• During the engraving process, PM also references LFF, asking the consumer if he/she

would like to make a suggested donation of $10 via the iPad mini located at the station

(consumers can opt to donate any amount or not donate at all)• Additional Social Media Promotion for Events run between 2/17 – 3/17

• PMs encourage consumers to post photos of themselves raising a Guinness to

firefighters on social media, either on the Guinness Facebook page or tagging

@GuinnessUS on Twitter. For each photo, Guinness will donate $1 to the Leary

Firefighters Foundation

Raise Your GlassF15 Q3 On-Premise Sell Sheet

MKTG Event Manager:Work Phone:Cell Phone:

POS

Poster*

Banner*

RYG Table Tent*

*Different versions celebrating fireman, police officers, military, etc. will also be available for local printing

TableclothServing Tray

Glassware Box CoasterGravity Glasses Firefighter T-Shirt

Blonde Table Tents

Raise Your GlassF15 Q3 On-Premise Sell Sheet

MKTG Event Manager:Work Phone:Cell Phone:

POS (cont’d)

*Re-use from F14 Supply

*Engraving POS: To be placed only at engraving station

Posters*

Pull-up Banners* Table Tents*

Pull-up Banners*

Table Tents*

Photo Release Form

Photo Release Sign

Framed Donation Sign