The campaign uses a direct mail pack addressed to 700,000 members of the Guinness relationship marketing programme, as well as a .
TMW's idea for the mail pack was "Sandpaper: here's to a smooth finish". The pack actually contains two pieces of Guinness-branded sandpaper in a Guinness-branded pack. A brochure explains that, thanks to a little buffing up of the can's design, there is now less air in with the Guinness beer, giving it an even smoother and creamier taste when it reaches the glass.
A sub-group of of the target audience who drink Guinness Draught in the pub, but not at home will receive a 50p money-off voucher to be redeemed on a multi-pack of Guinness Draught beer in the can, which is valid until November 30.
Guinness will be supporting the new can with PR, press ads and point of sale, and TMW's website will also play its part, again communicating the "smooth" message.
Murray Gordon, account supervisor at TMW, said: "It’s true what they say -- beauty's not just skin deep, it's what's inside that counts. And we think the creatives for the new Guinness can reflect the content perfectly."
Visitors to the site will be greeted by a "smooth consultant", who helps them create a smoother look. A prize draw gathers email addresses by offering the chance to win £700 from fashion store Harvey Nichols.
Neil Skinner, Guinness senior brand manager, concludes: "The overall messaging across all activity is consistent -- a celebration of the smoother and creamier taste that Guinness Draught from a can has to offer Guinness drinkers."
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