Guinness Six Nations · Brand activation · Commercial growth
Bringing the Six Nations to life across 10,000 pubs.
Turning the Six Nations into a major commercial moment for Guinness across the UK on-trade.
- Organisation
- Diageo / Guinness
The challenge
Create a nationwide Guinness activation that would turn the Six Nations into a major commercial opportunity across the UK on-trade.
The approach
I coordinated a national activation programme with customers and partners, pairing activation kits across 10,000 pubs with five flagship experiential pub takeovers.
Tournament events, branded experiences, PR and a live podcast roadshow brought Guinness into the match-day occasion at both national and venue level. A 10% year-on-year sales uplift was observed during the activation period, alongside the wider campaign and market factors.
What I personally owned
- National activation strategy
- Activation kits deployed across 10,000 pubs
- Five flagship experiential pub takeovers
- Tournament events and branded experiences
- PR and brand support
- Live podcast roadshow
- Coordination with customers and activation partners
The commercial impact
- 10,000
- Pubs with activation kits
- 5
- Flagship pub takeovers
- 10%
- Year-on-year sales uplift during the activation period
The sales uplift was observed alongside the activation programme; it reflects the combined effect of the campaign and wider market factors.
What this demonstrates
I can orchestrate a national programme across thousands of venues and many partners, while keeping the commercial goal at the centre.
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