Far be it for us to suggest that Diageo is engaged in marketing shenanigans with a petition drive that seeks to make St. Patrick's a national holiday in the U.S. But, we are less than convinced the owner of Guinness is all that interested in marking the introduction of Christianity to the land of our ancestors. No, we are quite sure it is about selling more ale and that's okay. It's all in good craic, after all.
What's interesting about this marketing tale is that Diageo competitor Anheuser-Busch has joined in the call for St. Pat's to become a national day of celebration.
According to a report by Beer Business Daily that was picked up by AdAge, A-B is supporting Diageo in recognition of its Bass Ale brand's historic link to Guinness.
"As the foundation of every authentic Black & Tan, Bass Pale Ale has quite literally supported Guinness for decades. This year we've identified an exciting new way to 'support' our competition."
While A-B is linking the role of Bass Ale in the creation of an "authentic" black and tan, Diageo has recommended its Harp brand as the tan portion of the concoction.
A-B's piggyback on the Diageo campaign includes print ads in alternative weeklies in 14 markets along with radio sponsorships on stations popular among men 25 - 49.
Diageo seems to have taken A-B's guerilla marketing campaign in good humor. "On St. Patrick's Day everybody is Irish, and everyone at Guinness is genuinely complimented by all the attention and good will being focused on our quest to make St. Patrick's Day a national holiday," said a company spokesperson.
Discussion Question: While the likelihood is nil that it would happen, would a St. Patrick's national holiday result in greater incremental sales of alcoholic beverages and other products that are now commonly purchased in its observance? What are your thoughts on Diageo's campaign and A-B's piggybacking?