Tullo Marshall Warren is targeting Guinness relationship marketing programme members with two mailpacks -- one for regular and one for less frequent Guinness drinkers.
The pack for regular drinkers includes an exclusive Guinness stuffing recipe and a Guinness-branded chef's hat to help them look the part when they cook the Christmas turkey. This is designed to remind people to get some Guinness when shopping for Christmas drinks.
Neil Skinner, senior brand manager at Diageo, said: "Our aim is remind our drinkers to enjoy a pint of Guinness over Christmas and persuade consumers to switch from another drink to Guinness at some stage over the Christmas period."
The pack for less frequent drinkers is a Christmas card from the Guinness team wishing them a "Happy Guinness Time", with a voucher entitling them to one free pint from a participating pub.
Emma Norman, account manager at TMW, said: "Guinness drinkers expect a more honest approach from Guinness over Christmas. We have successfully designed two mailpacks that look to combine getting ready for Christmas with spending a few stolen moments to have a pint of Guinness beer -- time our drinkers truly relish."
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