Red Stripe Launches New Advertising Starring Former Boxing Champ Lennox Lewis; Knockout Campaign Begins with TV Spot, Concludes with Web Film

NEW YORK--()--June 28, 2004--Guinness USA Inc. has announced today the launch of a new television and online advertising campaign for Red Stripe(R) starring former heavyweight boxing champion Lennox Lewis. The humorous commercial, created by BBDO New York, features Lewis in a confrontation with the Red Stripe Ambassador, the brand's Jamaican spokesman featured in the ongoing Red Stripe advertising campaign.

"It's been a while since I put the gloves back on and stepped in front of the camera," said former world heavyweight champion Lennox Lewis. "The Red Stripe advertising campaign allowed me to do what I do best -- punching, intimidating and delivering smooth lines. I know Red Stripe fans everywhere will be thrilled with the end product."

The 30-second television spot encourages viewers to visit RedStripeBeer.com to see Lewis and the Ambassador square off in a boxing match. Viewers that log onto the site can see how the story develops and concludes via a short web film.

"Using TV in conjunction with the web to tell a story is a unique advertising initiative for Red Stripe," said Chris Parsons, Red Stripe spokesperson. "Throw in the star power of one of the greatest boxers in history and you have all the makings of a highly successful campaign that not only builds brand awareness, but drives web traffic as well."

The television spot and web film will debut on June 28th. Both incorporate the "Hooray Beer!" tagline used in previous Red Stripe campaigns. The TV commercial will air nationally.

The campaign was filmed in Los Angeles and was directed by Bennett Miller, who has also directed spots for Cingular, Verizon and Ace Hardware. The commercial and web films were both produced by Hungry Man Production.

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. These brands include: Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Jose Cuervo, Tanqueray, Captain Morgan, and Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at www.diageo.com.

Contacts

Diageo
Beth Davies, 203-602-2716
Cell: 917-742-0698
beth.davies@diageo.com
or
Alan Taylor Communications
Mike Costabile, 212-714-1280 or 201-747-1277
mike@alantaylor.com

Contacts

Diageo
Beth Davies, 203-602-2716
Cell: 917-742-0698
beth.davies@diageo.com
or
Alan Taylor Communications
Mike Costabile, 212-714-1280 or 201-747-1277
mike@alantaylor.com