Diageo Canada has launched a new campaign for Guinness, aimed at taking its target market on a life tour.

Called “Guinness is Good,” the campaign, with media by MediaCom Canada and creative by Grey Canada, targets men aged 25 to 34, with incomes over $75,000, and includes a 30-second TV spot, along with print ads and Toronto-focused OOH billboards.

Geoff Kosar, brand director of beer at Diageo Canada, tells MiC the campaign takes consumers through their own history, as well as that of the beer.

He says it takes the brand away from messaging that was focused on the darkness of the beer which has run since 2009.

“The campaign isn’t necessarily about targeting a new customer,” he says. “It is a message that people can relate to because they have been through the journey before.”

Print ads will run in magazines including EnRoute and daily newspapers like Metro. OOH ads run in Toronto until the end of the year.

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