Guinness’ Anti-Green-Beer Blitz Brings Ireland to Canada

Guinness Canada is trying to stop the flow of green beer this St. Patrick’s Day. The Diageo beer brand has tapped six Irish recruits to spread the word that drinking green beer on March 17 is decidedly un-Irish. The team – “handpicked for their Irish patriotism, love of Guinness and their desire to educate Canadians […]

Guinness Canada is trying to stop the flow of green beer this St. Patrick’s Day.

The Diageo beer brand has tapped six Irish recruits to spread the word that drinking green beer on March 17 is decidedly un-Irish.

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.

Consumers can visit Guinness’ Canadian Facebook page or check its Twitter feed for real-time updates on what the Irish recruits are up to.

Brands Articles

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage