Diageo - Guinness

MediaCom wanted to celebrate Guinness’s 250 years of heritage in a “truly remarkable” way, making it relevant to a new generation of drinkers – young urban males who drink it only on special occasions, or who have yet to try it. Backed by Real World Street, the agency’s proprietary research database, The Hour host George Stroumboulopoulos was identified as a celebrity who embodied the values and depth the Diageo brand stood for.

MediaCom decided to blur the lines between advertising, creative and media through a one-of-a-kind venture. The Hour packed up production and moved to Dublin for a week to commemorate Guinness’s birthday. Guests were hand-picked by CBC producers, George and the Diageo client, and included the prime minister and the reclusive lead singer of the Pogues. Marketing included a “Join us in Dublin” consumer contest, as well as co-branded promotional messaging, in-show mentions and product placement.

Brand awareness spiked, consumption of Guinness increased 15% over the period for YAY share growth. There were 50,000 contest entries, and the show’s audience increased by 250,000.