Diageo Canada begins Paint the Town Black promotion
By Adnews Staff
Diageo Canada has begun a new campaign for Guinness Draught called "Paint the Town Black" which encourages consumers to celebrate St. Patrick's Day all month. The national campaign includes in-bar promotions and an eight-week campaign at Union Station in Toronto. The creative uses the image of a night view of city skyline that includes a pint of Guinness. The tagline refers to the colour of the product's can. The campaign was created by The Marketing Store of Toronto. "The campaign is a contemporary take on St. Patrick's Day celebrations," said Bob Huitema, director of beer marketing at Diageo Canada. "The Marketing Store developed the in-bar and station promotions, as we felt this would provide maximum visibility for Guinness in high traffic areas," said agency president John Hilbrich. "We developed the visuals and theme so that patrons would take notice and be encouraged to join in on the local celebrations for St. Patrick's Day with Guinness."