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Guinness throws weight behind new Gold advertisements.

Guinness throws weight behind new Gold advertisements

Guinness Import Co. recently announced the company's first television advertising campaign on behalf of Guinness Gold. The beer will be the focus of a comprehensive advertising campaign that was scheduled to break in the middle of this month.

Guinness Gold television ads are planned for the New York, Boston, Philadelphia, Washington, D.C., and Baltimore markets. Outlying areas will be reached via radio, cable, and selected spot TV advertising. The ads will have strong showings during late night programs, local sports broadcasts and on prime time.

"We've designated over $1 million toward Guinness Gold advertising in 1989 in target markets," said Don Blaustein, vice president of marketing for Guinness. "Nationally, this translates into a campaign worth over $6 million annually.

"We're strongly committed to building Guinness Gold into a major imported beer brand in the U.S., and we believe this advertising campaign is a significant step in that direction."

The spots

The new ads feature the sport of rugby. The voice-over suggests that, "In the age of astroturf and superdomes, there's still a place where the game is pure and rugged, and the beer is smooth and refreshing." The spot ends with the message, "Now there's a Guinness for everyone." The advertisement was shot in Ireland.

After four years in development, Guinness Gold was introduced to the patrons in the Northeast in June 1988. According to Blaustein, early consumer reaction has "far exceeded" the company's predictions. He added that he believes Guinness Gold will more than "triple sales by the end of 1989."

In addition to advertising scheduled for major markets, high-frequency cable ads will also be used extensively to target consumers in key summer beach areas. Guinness Gold commercials are planned for weekend time periods on local cable systems in beach communities such as Atlantic City, Long Island, Cape Cod and Maryland. Cable advertising will also run in markets such as Albany, Providence, Buffalo and Syracuse.

Sports sponsorship packages are also being considered in support of the brand. In Baltimore, Guinness Gold will sponsor 20 cable TV broadcasts of Baltimore Orioles games. Ads are also planned for early fall on professional football and other sports programming.

The advertising for Guinness Gold is Kirshenbaum and Bond, New York.
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Title Annotation:Guinness Import Co., Guinness Gold beer
Publication:Modern Brewery Age
Date:Jul 24, 1989
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