Diageo has harnessed its 1935 ‘Lovely Day For a Guinness’ slogan for a new out-of-home (OOH) marketing campaign.
Rolling out in the UK & Ireland this month, the ‘LoVely’ campaign features pints of Guinness in what Diageo called “authentic moments”, including the brand’s sponsorship of Ireland’s Electric Picnic music festival and the Premier League. The visuals (above) replace the letter ‘v’ in lovely with Guinness’s harp icon.
A “global” rollout is due to follow at an unspecified time. Global Drinks Intel has enquired about which markets will follow the UK.
“The relaunch [of ‘Lovely Day for a Guinness’] demonstrates the timeless appeal of the slogan, as it resonates with a new generation of consumers when moments of connection matter more than ever,” Diageo said. “Around the world, Guinness is deeply woven into local culture, rituals, communities and shared experiences, with these moments inspiring the brand’s storytelling.”
In a similarly nostalgic campaign in May, Diageo released details of a FIFA World Cup activation that paid homage to an advert for the brand from the 1990 tournament.
At the Johnnie Walker and Baileys brand owner’s capital market day last month, Diageo announced plans to spend “just under” US$1bn on Guinness over the next three years to double production volumes and boost global sales.
