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

Inside Walmart Canada’s mobile shopping app

Mobile overtakes desktop as the largest source of traffic to retailer's digital properties

Philly transforms the everyday in new campaign

Effort from Leo Burnett is the brand's first under the new Kraft Heinz Co. banner

Tim Hortons plans Southeast Asia expansion

Coffee shop chain plans to open locations in the Philippines 'as soon as possible'

Coca-Cola cuts sales outlook amid weak demand

To offset decline, Cola maker is raising prices and putting drinks in premium packing

Sears Canada president leaving job less than a year in

Carrie Kirkman will continue to work with the retailer in an advisory role

WestJet hires new director of marketing

Rob Daintree joins the brand via FGL Sports

Cineplex wants to talk about the weather

New campaign positions movies as a fall back option when weather doesn't cooperate

LCBO.com offers 5,000 products, $12 home delivery

LCBO president says sales site will boost Ontario wineries, breweries, cider producers

Lessons from Shop.ca and Beyond the Rack’s shortfalls

Despite failures in the Canadian ecomm space, there is still opportunity to grow