STIR IT UP · GUINNESS CHECK UNDER YOUR RED GUINNESS CROWN AND WIN @ = US$IOO = uS$50 @ Free Bottle...
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STIR IT UP CHALLENGE Following the takeover of Jamaica’s iconic brewery Desnoes and Geddes, Guinness needed cost-effective marketing solutions to get local trade and consumers quickly on side and defend against competitive brand activity
Transcript of STIR IT UP · GUINNESS CHECK UNDER YOUR RED GUINNESS CROWN AND WIN @ = US$IOO = uS$50 @ Free Bottle...
STIR IT UP
CHALLENGE
Following the takeover of Jamaica’s iconic brewery Desnoes and Geddes, Guinness needed cost-effective marketing solutions to get local trade and consumers quickly on side and defend against competitive brandactivity
SOLUTIONA strategic programme of focus clusters and priority push periods were identified to form the basis of a series of easy to implement events across Guinness and the D&G portfolio of brands.
A comprehensive step-by-step guide, enabled field sales staff to implement brand activations, which were designed to be secure, simple and cost effective
The creative work and incentives were geared around Jamaican life and included a partnership with radio station Irie FM and live music events to increase scale and reach
RESULTS
qSales volume rocketed to 800% YOY, blocking competitor Carib, from an effective launch in the territory
qThe campaign was featured in both Guinness and D&G newsletters as a ‘case study of excellence’ and the campaign was rolled out across Caribbean and Latin America
GENERATED
800%SALES INCREASE
