Diageo GB is investing more than £6m in a new rugby-themed advertising campaign for Guinness to coincide with the World Cup. Entitled "Seconds from Greatness", it highlights the connection between the black stuff and rugby by drawing parallels between the enjoyment of great rugby moments and those of a pint of Guinness.

The ads will run until the end of October across TV, press and digital media.

A range of on-pack offers and POS material for Guinness Draught in a can should create extra profit opportunities. This will include the chance for customers to get their hands on a limited-edition rugby t-shirt - free with large-size packs or £4.99 with mid-size packs.

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