Last week, the Diageo Guinness logo announced that it had reached a seven-year agreement for the official beer of Irish alumni and Notre Dame Fighting enthusiasts.Alongside the announcement, Guinness announced that market enthusiasts choose to add New York, Boston, Chicago and Indiana to purchase special edition Guinness Draft 8-box packages.In addition, the famous alumnus Joe Montana has been appointed National Ambassador of the Association.
The timing of the partnership is likely to appear given the uncertainty surrounding the 2020 soccer season, as the Big 10 and Pacific 10 have announced the cancellation of their seasons, moves that have sparked a lot of controversy. Long-time independent player in soccer, he has announced that he will play an Atlantic Coast Conference schedule for 2020 only; However, given the suspension of the campus categories in South Bend for 2 weeks due to a COVID-19 outbreak among students, the scenario seems precarious.
Despite this moment, there are many points in favor of this logo alliance.There is only one major disadvantage to the association, while several points are in favor of it:
Disadvantages: University of Notre Dame’s complaint about sponsoring alcoholic beverages
Because underage drinking, excessive alcohol consumption, alcoholism, and a myriad of related challenges are undoubtedly a major challenge on US school campuses.As an elite educational institution, Notre Dame will undoubtedly get complaints about accepting a beer sponsor.The challenge of alcohol on campus should not be underestimated, as evidenced by the number of alcohol-related deaths, attacks and violations, so it will be vital that the crusade related to this component is concentrated in guilty consumption.that will focus on protection and guilty consumption, suggesting that this facet will stand out in the cross in places with Joe Montana, and Notre Dame and Guinness emphasize that this is a vital component of the crusade.
As long as Guinness can convey a guilt message for drinking, it is very likely that the crusade will succeed, because from a logo attitude there is no other problem to associate and, as you will see below, there are several smart reasons for it..
Pro: the Irish connection
Diageo’s press release refers to the association as “almost two centuries in development,” revealing the Irish heritage of Guinness and Notre Dame.Most of the literature on brand associations suggests the need for a “fit” between partners for the Guinness movement was established in 1759 in Dublin, when Arthur Guinness signed a 9,000-year lease at St. John’s Brewery.James Gate, and Notre Dame was founded in 1842 and has a wonderful football tradition, the suitability here is very clear.River Liffey and Touchdown Jesus evoke positive photographs among many others.
Pro: a massive audience
While a partnership between a single university and a beer logo might seem limited at first glance, Notre Dame alumni and unwavering football enthusiasts are estimated to have at least 40 million consumers.In addition, it is well documented that Notre Dame enthusiasts have a national level and perhaps even international reach.Nikhil Shah, Guiness logo manager, says: “… Fighting Irish’s fan network extends far beyond South Bend, from New York to Chicago, Baltimore to Dublin and around the world, this year and beyond.This is a giant organization of committed central consumers for whom the “Irish” link counts, even among those who are not of Irish origin.In a crowded beer-saturated market, this type of arrangement has the prospect of moving the needle.
Pro: We can accept as true with Joe Montana score a touchdown
As Stephen Wang and Angeline Close Scheinbaum observed in the Journal of Advertising Research, experience, reliability and attractiveness have been shown to be points strongly related to the effective support of celebrities, with the reliability of the endorser being very important.It’s hard to believe in a top spokesman for Guinness and Notre Dame than Joe Montana, who actually sees himself as a top point of experience and appeal through Notre Dame football enthusiasts and who probably has reliability ratings that don’t appear in those groups’ ratings..
Montana, which has won championships in schools and professionals, will appear in television commercials, social media classified ads, and other promotional activities focused on guilty consumption.Commenting on the partnership, Montana states: “I like that the percentage values of Guinness and Notre Dame – respect for tradition, but also a relentless preference for winning and a commitment to building an even greater future.
In general, the association makes a lot of sense if there is a guilty consumption.
Charles R.” Ray” Taylor is a marketing professor John A.Murphy at the Villanova School of Business and principal investigator at the Center for Marketing and
Charles R.” Ray” Taylor is a marketing professor John A.Murphy at the Villanova School of Business and principal investigator at the Center for Marketing and Consumer Insights.Lately he has been editor-in-chief of the International Journal of Advertising.he is a former president of the president of the American Academy of Advertising and received the Ivan L Award.Preston for his outstanding contribution to advertising studies at the American Academy of Advertising and the Flemming Hansen Award for his outstanding contribution to advertising at the Advertising Academy.Professor Taylor is an active representative and conducts regular interviews with major television networks and newspapers.