The brand will unveil a global and cross-channel marketing campaign across key markets, driven through TV, OOH, digital, social channels, PR and point-of-sale merchandise in bars across the globe, and even a new serve – all creatively fuelled by a distinctive and unifying concept, ‘Paint the Town Black’.
“This phrase was coined as a way of neatly and uniquely summing up a great night out with good friends and a pint of the black stuff. And what better opportunity for fans of the brand around the world to paint the town black on St Patrick’s weekend,” explains Oliver Loomes, GUINNESS Global Brand Director.
‘Paint the Town Black’ is a GUINNESS-coloured twist on the popular English adage ‘paint the town red’, meaning ‘to celebrate’.
Through an innovative, personalised video, GUINNESS will help fans to invite their friends out to celebrate St Patrick’s Day this year by creating their very own, individualised ‘Paint Your Town Black’ film. Using Google Maps and Facebook, the video aggregates the fan’s images and location to cast them in an epic film trailer about a great GUINNESS-inspired night out that they can then share with their friends as an invitation to celebrate together at their favourite venue.
Set in a typical pub and narrated with a blockbuster voiceover, the story of a completely unique celebration – featuring the user – slowly unfolds throughout the trailer. It culminates in a series of unexpected bursts of black paint, covering everyone inside the pub.
1000 litres of ‘black rain’ and over 600 litres (or half a ton) of the gloopy ‘black paint’ were used during filming, created by Alex Gunn of Arcadia SFX Ltd – who was part of the special effects team behind the chocolate river in Charlie and the Chocolate Factory – using a specially created mixture of food colouring and sucrose.
During St Patrick’s weekend itself, a specially created GUINNESS Photo app will provide another way for fans to ‘Paint the Town Black’ and capture their celebrations by uploading a picture of their pint. By sharing their picture, fans will have a chance of winning win the trip of a lifetime to Dublin with their mates to celebrate The Gathering 2013, an exciting year-long celebration of Ireland and its people. To access the competition fans should visit www.StPatsphoto.com over the course of the St Patrick’s weekend.
The brand has also partnered with world-renowned culinary alchemists, Bompas & Parr, to create a new way to ‘Paint the Town Black’ this St Patrick’s weekend. Bompas & Parr, who have previously worked with the likes of Heston Blumenthal, Stella McCartney and Norman Foster, have worked closely with GUINNESS to develop the Black Velvet Royale exclusively for this St Patrick’s weekend. It is a deliciously elegant new way for GUINNESS lovers to enjoy their favourite tipple, blended with Cassis and Champagne, and provides new occasions to enjoy a drop of the black stuff, from a pre-dinner aperitif to a St Patrick’s weekend Sunday brunch cocktail.Oliver Loomes, GUINNESS Global Brand Director adds, ‘As a platform “Paint the Town Black” has so much creative potential, and it is completely unique to and ‘ownable’ for GUINNESS, thanks to the beer’s highly distinctive and intriguing colour. St Patrick’s Day is a celebration synonymous with having a fantastic night out with friends, no matter where you are in the world. Through this global campaign we wanted to show those joining the fun for St Patrick’s Day the many ways they can celebrate this year – responsibly – with their friends and a GUINNESS.’