By: Richard Allphin
Today is St. Patrick’s Day, what better way to celebrate Irish heritage than to have a glass of Guinness? Guinness has become one of the biggest names in Irish beer since it’s conception in 1803. Guinness is especially consumed on St. Patrick’s Day. Although, St. Patrick’s Day is not a legal holiday in the United States, it is still widely celebrated every year through green attire and food/drink such as Guinness. In 2008, Taylor Strategy visualized “Proposition 3-17” for their client Diageo, or more specifically known as Guinness
“Proposition 3-17” is known as “the drive to make St. Patrick’s Day a national holiday.” Taylor utilized a “through the line approach” to get a renewal of the proposition into 2009. Making this PR campaign one of the most successful in Guinness’s history. The proposition gained thousands of signatures and spread awareness to a younger demographic of 21-29 year olds through social media outlets such as Twitter and Facebook. This “direct to consumer approach” campaign not only created awareness about Guinness by effectively “reclaimed ownership” of a key consumption period know as St. Patrick’s day, which is the otherwise cluttered with competition every year according to the P.R Council.
For more Information on Guinness and proposition 3-17 you can visit http://taylorstrategy.com/guinness/