THE KEY BEHAVIOUR
Get Optimistic Intensity Seekers to choose Guinness FES
as their first drink for watching EPL games.
KEY BARRIER & COMPARISON
Key barrier: Guinness FES isn’t a drink for the big
football match – it’s too challenging and high in alcohol.
Key comparison: Watching the match versus watching
the match with expert TV commentary – you got so
much more out of the game.
THE CREATIVE IDEA
Guinness: Front Row Fans.
Guinness FES enhances the football viewing experience in African bars by giving you
the chance to watch it up close and personal with the ultimate EPL guru, Thierry Henry.
4.35 million participants (vs. KPI of 2.8 million)
Sold an incremental 160,000 cases of Guinness
during promo period
Highest daily participation of 101,000 people
(vs. KPI of 87,000)
247 million PR value (vs. KPI of 80 million)
Activated in 3,988 bars across Kenya
88% media reach and 111% digital media reach