Guinness is set to launch a mammoth campaign ahead of the new Premier League season in celebration of its freshly-secured role as the competition’s official beer and official non-alcoholic beer.
Spearheaded by the release of four global adverts, the lead creative will also be supported by global out-of-home activity, pub and retail activations as well as sponsorship of the Premier League’s ‘Goal of the Month’ competition.
Developed by London-based creative agency AMV BBDO, the campaign will break tonight with its inaugural spot ‘Eriskay’ – which celebrates the power of football (and Guinness) to bring us all together.
Coinciding with the season’s opening match, taking place tonight between Manchester United and Fulham, the brewery’s campaign will also see England legend and Premier League all-time top scorer Alan Shearer unveiling a fleet of customised Guinness tankers representing all 20 of the league’s clubs.
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“The Premier League isn’t just football, it’s a global occasion. Millions of fans come together every week in stadiums, pubs and homes, united by their love of the game,” Guinness global brand director, Stephen O’Kelly said.
“For Guinness, it’s an amazing opportunity to continue the success of the Guinness brand globally and become part of new rituals and existing traditions worldwide, by creating imaginative stories and experiences that tap into the passions and connections between the beautiful game, and the beautiful beer.”
In a bid to capture the truly global nature of the Premier League’s following, the three additional spots will represent regions where the league’s fanbase is the most fervent such as ‘Brothers’ (set in Nigeria), and ‘Rooftop’ and ‘Replay’ (both set in South Korea.)
AMV BBDO chief creative officers, Nicholas Hulley and Nadja Lossgott added: “Whether we’re fishing footballs out of the sea off the island of Eriskay, or playing football on the roof of a Korean shopping mall, it has been a wonderful and busy time bringing to life this very human, very Guinness body of work that shows that nothing bring us together quite like Guinness and the Premier League.”