GUINNESS SERVING NEW CAMPAIGN
By Adnews Staff
Guinness Canada, based in Mississauga, Ontario, has rolled out its fall advertising campaign in the Toronto and Montreal markets. The $2 million effort is running in the two markets because that's where Guinness drinkers are primarily located, said Sean Moffitt, marketing director for Guinness Canada. The brewer is targeting mid-20 year-old professionals or "rebels" such as artists or musicians who either live or work in the cities. The campaign's tagline is "Pure Genius." The creative uses lines including "like drinking your favorite song," "like front row centre in a glass," "like drinking a standing ovation" and "like Friday 5:00." Outdoor advertising including billboards and transit will be accompanied by cinema, television and radio executions. Television creative was created by Weiss Whitten Stagliano of New York. The remainder of the campaign was created by Due North Communications of Toronto. Moffitt said marketing activities will also include public relations as well ass film and music sponsorships. Public relations for Guinness are handled by Environics Communications of Toronto. The campaign is scheduled to run until April 2001.