Diageo has released details of an activation for Guinness around the pending FIFA World Cup that pays homage to an advert for the brand from the 1990 tournament.
The latest asset from ‘The World’s Cup’ campaign, the same name as a Guinness activation that ran 36 years ago, includes a 14-second advert (below) that will be shared on social media and “via in-bar out-of-home placements”, Diageo said. The advert is joined by a series of images of bartenders serving pints of Guinness that will also be posted on social media as well as through “out-of-home” presence in World Cup host cities Atlanta, Boston, Philadelphia and San Francisco.
The brand owner has also released limited-edition packs for Guinness (below) in the US. The cans have been designed by Brooklyn artist Sophia Yeshi and are now available in four- and eight-packs “nationwide”. Additionally, a Guinness-branded top, produced in collaboration with UK apparel brand Art Of, will be available across North America from 8 June, plus “a limited-edition innovation” that is yet to be announced.
“With ‘The World’s Cup’, we are celebrating the pubs, pints and bartenders who turn every match into a moment worth sharing,” said Diageo’s director of Guinness Karissa Downer.
The campaign follows a global marketing push for Guinness last year, to mark the beer’s second year as the “official beer and non-alcoholic beer” of the English Premier League.
Last week Diageo unveiled a separate World Cup-related campaign, focusing on global travel retail activations for its Don Julio and Casamigos tequila brands.
