Guinness Canada is trying to stop the flow of green beer this St. Patrick’s Day.
The team – “handpicked for their Irish patriotism, love of Guinness and their desire to educate Canadians on the authentic way to celebrate St. Patrick’s Day” – arrived in Toronto from Dublin on March 12. They’ll spend the week leading up to St. Patrick’s Day promoting Guinness in Toronto.
The campaign, developed by PR firm North Strategic, utilizes Guinness’s global St. Patrick’s Day positioning, “Paint the Town Black.”
“We put a very Canadian spin to it this year, and thought it would be a lot of fun to talk to Canadians and really teach them how to celebrate St. Patrick’s Day in a very authentic way,” said Geoff Kosar, marketing director, beer at Diageo.
The Irish ambassadors will make appearances at bars and pubs throughout the week. They’ll also be making media appearances and handing out T-Shirts with the slogan “Friends don’t let friends drink green beer.” On Sunday, a chartered bus will pick up church-goers from St. Michael’s Cathedral and take them to the Irish Embassy Pub & Grill for a St. Patrick’s Day celebration.