This is the sort of bread-and-butter media planning that neatly avoids bothering with any costly research but is still guaranteed to give the client a warm feeling inside - in fact, even a child of five could make the connection.
So you might have forgiven the Carat planners for enjoying trebles all round for putting together such a neat little integrated deal without having to break into a sweat. After all, what could possibly go wrong?
Well, it was more than a little unfortunate that the Guinness-branded Metro Life supplement was inserted in the same issue as the Evening Standard's front page screamed a different story: "Pubs, buses are terror targets too."
Sir John Stevens, the Met's commissioner, was asked to clarify the terrorism matter. "We're talking about London in general. We are talking about buses, nightclubs, pubs and roads. There is a need for everyone to be on alert," he said.
Damn. There goes that IPA Effectiveness Award. But don't have nightmares - do sleep tight. In fact, does anyone fancy a pint?