Raise Your GlassF15 Q3 On-Premise Sell Sheet

Event SummaryAt select Raise Your Glass events that do not feature a guest honoree, Guinness will encourage consumers to

support local firefighters, while providing premium giveaways and samples of Guinness Draught

Distributor Teams # of Promotions/Team Feature Price/pitcher or sample Product Goals/Acct

Sell-in Guidelines

Account Target: • Key local accounts

Consumer Targets:• Males, 25-34

Timing:• 2-hr Event (+ 30 min.

set-up & 30 min. breakdown)

Staffing:• 1 LPM + 2 PMs

Kit:• Engraving machine

& supplies• Uniforms• Tablecloth• 1 Pull-up Banners• 1 Horizontal Banner• 3 Vertical Posters • 8 RYG Table Tents • 7 Blonde Table Tents• 12 Tea Lights &

Gravity Glasses• 50 Coasters

• ****were we are doing FF as well******

• iPad Mini + Stand• Square reader• 1 Donation Sign• 5 Photo Release

Forms• 1 Photo Release

Sign

Giveaways• 15 Firefighter T-

Shirts***• 48 Gravity Glasses• 48 Glassware Boxes• 48 Info Cards• 48 Decals• Black Tissue Paper

The Big Idea:• Guinness will use these as an opportunity to recruit new consumers via custom glass

engravings and the opportunity for attendees to show their character by donating to the Leary Firefighters Foundation or to another local charity

Event Activity:• MKTG Promotional Models (PMs) enter accounts and set up the glass engraving &

fundraising station in an area that’s near a power outlet & visible from account

entrance • Area should allow consumers easy ‘in & out’ access and not interrupt normal

traffic flow within the account.• LPM tests machine and engraves glasses from account for bartenders• PMs work with account to ensure gravity glasses are washed and set-up all

account POS• One PM circulates the account giving out complimentary samples of Guinness Draught

(where legal), announcing the event promotion• ****IF FF IS INCLUDED AS A PART OF THE EVENT****• PMs also offer engraved Guinness glasses and/or Firefighter T-shirts to consumers

(while supplies last) as an other method for supporting local firefighters• Consumers that accept a T-shirt are directed toward the iPad mini to make a suggested

donation of $20 (consumers can opt to donate any amount or not donate at all)• Consumers that accept the engraved glass offer are brought to the engraving station by

PM to interact with PM 2 as PM continues interacting with other consumers• PM 2 manages the engraving station and engraves glasses via laser engraving machine

while also engaging them about the brand as they (approx. 30-60 seconds)• During the engraving process, PM also references LFF, asking the consumer if he/she

would like to make a suggested donation of $10 via the iPad mini located at the station

(consumers can opt to donate any amount or not donate at all)• Additional Social Media Promotion for Events run between 2/17 – 3/17

• PMs encourage consumers to post photos of themselves raising a Guinness to

firefighters on social media, either on the Guinness Facebook page or tagging

@GuinnessUS on Twitter. For each photo, Guinness will donate $1 to the Leary

Firefighters Foundation

DM Responsibilities Sell event into account Ensure account is stocked properly with Guinness portfolio products Ensure account has obtained new Guinness glassware & tap handles Provide promotional POS to accounts with Firefighter messaging to drive awareness

of the program

Featured Product Samples: Guinness Draught, Guinness Blonde (If available), and

Guinness Extra Stout (if available)

Raise Your GlassF15 Q3 On-Premise Sell Sheet

MKTG Event Manager:Work Phone:Cell Phone:

Approved LFF Communication Points• GUINNESS has partnered with The Leary Firefighters Foundation (LFF) to raise $1 Million for local firefighters across

the country. Last year, Guinness and its drinkers raised over $500k for the LFF.• GUINNESS’ firefighter program is part of the brand’s ‘MADE OF MORE’ campaign which works to inspire bolder choices

and celebrate those who are made of more. GUINNESS is supporting local firefighters around the country who are truly

MADE OF MORE and go above and beyond to help their communities.• The Leary Firefighters Foundation provides funding and resources for fire departments to get the best equipment,

technology and training to help them maintain the highest level of public safety in our communities. The Foundation was

founded in 2000 by actor Denis Leary.

POS

*Re-used from F14 supply

Posters* Banner*

TableclothServing Tray

Coaster*Glassware Box

Gravity GlassesFirefighter T-shirt

Blonde Table Tents

Draught Table Tents**