Guinness × Kingsman: The Secret Service

Objective

To strategically align guinness beer with a film that targets their core demographic. By bringing the parties together, we will achieve brand awareness and consumer engagement for both partners.

Results

The guinness placement in the film also made it in the trailer which was picked up on entertainment sites like justjared and deadline. Additionally, Guinness worked with their retail accounts to display co-branded table tents, posters, and coasters in over 2500 on premise accounts. The theater chains liked the creative so much they opted to display it in over 250 chains like AMC and arclight. Guinness set up a special screening program in over 50 top markets where they offered specials for theater goers.

Impressions: 140 MM

Value: $1.7 MM

Strategy

Work with production during filming to ensure verbal and visual placement in the film. Additionally, work with the studio’s creative team to create co-branded POS items that aligned with both companies’ messaging.