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

Corby adds to its liquor cabinet

Canadian marketer of spirits and imported wines pays $12-million cash for new brands

Visa tops list of Olympic sponsors (Report)

Nearly one third of Canadian viewers noticed the brand on an unaided basis

Tim Hortons expanding to England, Scotland and Wales

Canadian coffee shop chain seeks to be a leader in the U.K. market

RBC puts a face to language services

Bank launches in-branch video interpretation app

The good and the bad of Sears’ reinvention plan

Retail experts weigh in on struggling retailer's latest turnaround efforts

Simons launches online-only home goods lines

Retailer aims to be a one-stop shop for decorating

Rogers Radio partners with Shazam on content play

Booster Juice signs on as the inaugural sponsors of The Shazam @ 7 Countdown

Canada Goose’s leader speaks on brand authenticity and growth

As firm opens new stores, CEO Dani Reiss says it's a company for all seasons