-Increased level of 25-39 year old consumers who drink Guinness in both the on-trade and off-trade to 40%.-Has yielded a positive Return on Investment per annum per consumer of €91.-21,639 people have been recruited to drink Guinness at home -Over 4,159 groups signed up to take part-16,636 free can vouchers were distributed-Phase 1 of this activity was so successful that Phase 2 funding was granted to commence from Feb – June. This will see the introduction of a supporting website allowing consumers to register online and play games.