Guinness readies Montreal promotion
By Rob Bale
Alcohol distributor Diageo Canada is preparing a holiday season promotion for beer brand Guinness. From Dec. 11 to 14, the brand will operate a temporary installation called “World of Guinness” at the Old Port in Montreal. The installation will offer what the company describes as a “storytelling session” with its national beverage manager, Hugo Silva, as well as the ability to consumers to pour a pint of the beer. Exclusive branded merchandise will also be on sale. The promotion was developed by Mosaic in collaboration with Trevor Peter. It also includes social media advertising from We Are Social, media work by Touché including out-of-home advertising in Montreal, and public relations by Middle Child.
“Guinness is more than a beer,” said Nadia Niccoli, head of marketing at Diageo Canada. “It’s a catalyst for bringing people together. By hosting the ‘World of Guinness’ pop-up in Montreal, a city celebrated for its vibrant diversity and strong sense of belonging, we hope to create the perfect setting for people to come together, foster communion and experience the magic of Guinness firsthand.”