Guinness spreads the ‘Good’ word

The new campaign from the Diageo Canada brand takes its target market on a life tour.

Diageo Canada has launched a new campaign for Guinness, aimed at taking its target market on a life tour.

Called “Guinness is Good,” the campaign, with creative by Grey Canada and media by MediaCom Canada, targets men aged 25 to 34, with incomes over $75,000, and includes a 30-second TV spot that features an Irish a man reminiscing on various social experiences, leading him to find his “comfort zone” at a pub with friends (and a pint of Guinness, of course). The campaign also includes print ads and Toronto-focused OOH billboards.

Geoff Kosar, brand director of beer at Diageo Canada, says the campaign takes consumers through their own history, as well as that of the beer.

He says it takes the brand away from messaging that was focused on the darkness of the beer which has run since 2009.

“The campaign isn’t necessarily about targeting a new customer,” he says. “It is a message that people can relate to because they have been through the journey before.”

Print ads will run in magazines including EnRoute and daily newspapers like Metro. OOH ads run in Toronto until the end of the year.