Winning the Rugby World Cup

We created a shopper campaign to maximise brand visibility and conversion at point of sale during the 2015 Rugby World Cup, ultimately positioning Guinness as the drink of choice for rugby fans.

We teamed up with Match Pint, to deliver exclusive Guinness content and a promotional ‘buy one get one for a team mate’ mobile deal. This allowed us to support the trade through driving footfall to venue as well as recruit new Guinness drinkers.

We ‘owned’ outlets through a suite of rugby point of sale showcasing our unique ‘Guinness Lineout’. The tray made it easy for consumers and bar staff to distribute Guinness pints.

In outlet ‘The Guinness Lineout’ was the most successful conversion mechanic in Diageo history and has internally been awarded the best shopper innovation for 2015.

Our shopper solution which understood the purchase decision journey and the consumer, made Guinness the No. 1 brand associated with the tournament.

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