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

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign

Springboard rebrands with Stephen Thomas

New identity shows Ontario charitable organization is people-focused

Telus helps Canadians give back to their communities

Survey shows half of Telus' customers stay with it due to its community involvement

KFC Canada tests beer at two Toronto locations

Starting this fall, the quick-serve restaurant will serve domestic and imported beer

Milk West and DDB launch animated webseries

No hard sell, just a milk carton and his buddies

Air Canada and Rickard’s seek Canada’s top bars

Promotion in enRoute magazine connects beer brand to top pubs in cities across Canada

Watch This: Moment Factory lights up Parc de la Gorge

Turning a park into a glowing, immersive, multimedia experience to convince hikers to stay the night

Most chief marketers feel underpaid: CMO Council report

Smart alliances and digital skills key to CMOs' salary