Guinness is sending out a box of magic tricks, labelled Pure Magic, to customers, encouraging them to "Put the magic back into Christmas" and aiming to appeal to Guinness drinkers' sense of humour.
The box will contain magic tricks involving a glass of Guinness. One of the tricks is four matchsticks, which with the help of a few strategically placed drops of Guinness is transformed into a star. Each trick has a Guinness-related and Christmas-themed name, such as "The Star Will Rise in the Yeast".
Neil Skinner, relationship marketing manager for Guinness at Diageo, said: "At Christmas, consumers are bombarded with communications, so it is important to stand out from the crowd. The Guinness Christmas mailing should be the most exciting and amusing piece of mail to drop through people's letterboxes."
He added: "This mailing is in keeping with our fun, tongue-in-cheek style that our relationship members have bought into and value. The Pure Magic book is a great way of reminding them of the enjoyment they can have at Christmas and associating Guinness with that feeling."
The campaign was planned with the typical Guinness drinker in mind, which according to TMW is predominantly male.
Perminder Bhangra, account manager at TMW, said: "The Guinness magic tricks provide the consumer with a real social currency, which he will no doubt want to share with his friends -- at the same time as treating them to a drop of the black stuff."
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