Guinness Launches New St. Patrick's Day Advertising in January; Brand Seeks to Celebrate St. Patrick's Day as a Holiday Season.Business Editors NEW YORK--(BUSINESS WIRE)--Jan. 13, 2004 This week, DIAGEO - Guinness USA Inc. is launching new television advertising encouraging adult consumers to "Treat St. Patrick's Day like a real holiday." The humorous commercial, created by BBDO BBDO Batten, Barton, Durstine & Osborn BBDO Bringing Biogeographic Data Online New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , compares celebrating St. Patrick's Day to other popular holiday seasons as part of an aggressive marketing effort designed to make St. Patrick's Day more than just a one-day celebration. "St. Patrick's Day represents a wonderful time of year for our Guinness drinkers and the goal of our new advertising campaign is to extend this celebratory period to an entire holiday season such as with Halloween or Valentine's Day," said Chris Parsons, Guinness brand director. In the first television spot, which debuted this past weekend during CBS' broadcast of the NFL NFL abbr. National Football League NFL (US) n abbr (= National Football League) → Fußball-Nationalliga playoffs, three men can be seen waking on St. Patrick's Day morning, and rushing downstairs to excitedly discover gifts of Guinness Draught in a bottle under a Guinness keg tree. The tag line in the commercial encourages consumers to "Treat St. Patrick's Day like a real holiday." Advertising will be backed by a multi-million dollar effort and will air nationally throughout the month of March. Commercials will run in combination with the brand's current on air "Brilliant" campaign and will appear primarily in sports programming. About Diageo Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. These brands include: Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Jose Cuervo, Tanqueray, Captain Morgan, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange New York Stock Exchange (NYSE) World's largest marketplace for securities. The exchange began as an informal meeting of 24 men in 1792 on what is now Wall Street in New York City. (DEO DEO Deodorant DEO Diversification de l'Economie de l'Ouest Canada (Western Economic Diversification Canada) DEO Diversification de l'Économie de l'Ouest Canada (Western Economic Diversification Canada) ) and the London Stock Exchange London Stock Exchange London marketplace for securities. It was formed in 1773 by a group of stockbrokers who had been doing business informally in local coffeehouses. (DGE DGE Dynamic General Equilibrium (economics) DGE Diccionario Griego-Español (Madrid, Spain) DGE Dynamic Gain Equalizer DGE Delayed Gastric Emptying DGE Division of Gaming Enforcement ). For more information about Diageo, its people, brands and performance, visit us at www.diageo.com. |
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