Guinness unveils Loaded link-up

Guinness has gained a promotional slot on the front cover of next month’s Loaded magazine as part of a ground-breaking tie-up, which also includes a branded 32-page special on Ireland.

Guinness has gained a promotional slot on the front cover of next

month’s Loaded magazine as part of a ground-breaking tie-up, which also

includes a branded 32-page special on Ireland.



The activity is part of an ongoing attempt by Guinness, which has never

previously advertised in the IPC lads’ magazine, to reposition itself as

a brand for younger drinkers.



The cover of Loaded’s November issue will carry a Guinness product shot,

flagging up what the coverline describes as ’32 pages of guff about

Ireland’.



The bound-in supplement is entitled ’The Loaded Essential Guide to

Ireland - in association with Guinness.’ Small black-and-white drawings

of pints of Guinness adorn each page but none of the features are

labelled as advertorial.



Features about things to see and do in Ireland run alongside articles on

Irish fashion, music and entertainers. Regular Loaded items, such as

’Platinum Rogues’ and ’Greatest Living Englishman’ have been adapted for

the special issue, with Peter O’Toole landing the title of Greatest

Living Irishman.



The idea was conceived by MindShare, Guinness’s UK media agency, and

carried through with IPC by Ashley Wirasinha, a planner at the media

agency.



Rosie Faulkner, a managing partner at MindShare, commented: ’It is an

all-encompassing deal. Guinness and Loaded are similar as brands. It’s

the first time a brand has been so closely aligned within

editorial.’



Robert Tame, group publisher of IPC’s music titles and Loaded, said:

’Advertisers are trying to stand out and get closer to editorial. We get

a lot of naff requests from advertisers but this fits in with our

editorial agenda. Guinness is a credible brand and a large number of our

readers will have sampled it. The heritage of Guinness is very Irish and

it makes good editorial.’



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