• by Fern Siegel , 6 hours ago

As soccer grabs millions of U.S. fans for the World Cup this summer, Guinness, the official beer of the Premier League, is reintroducing ad from the brand's history.

First appearing in 1990 as "The World's Cup… well in hand," the ad marked Ireland's debut on the world stage. Two years later, the Premier League was born.

Karissa Downer, director of Guinness, said: "With 'The World's Cup,' we are celebrating the pubs, pints and bartenders who turn every match into a moment worth sharing. The beautiful game deserves a beautiful pint and a room full of fans to enjoy it with."

That translates into Taylor producing the video "Singing Pints," as well as social and OOH placements in bars and local billboards in Atlanta, Boston, Philadelphia and San Francisco.

PHD and MX managed the media planning and buying.

In addition, Guinness Draught Stout hired Brooklyn illustrator Sophia Yeshi to design a new package made specifically for soccer's big event. There is also a limited-edition Art of Football jersey.

The brand, now owned by Diageo, began in 1759 when Arthur Guinness signed a 9,000-year lease on St. James's Gate Brewery in Dublin.

The World Cup takes place in the U.S., Canada and Mexico June 11 to July 19.