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Industry: Email Alert RSS FeedWatchdog attacks St. Pat's Day beer spot; Marin Institute charges Diageo with targeting minors.(News)
Advertising Age, March, 2004 by Macarthur, Kate
Byline: KATE MACARTHUR
The Marin Institute is attacking a St. Patrick's Day ad by Diageo that it claims violates the brewer's marketing code and proves self-regulation doesn't work.
The company in January broke a humorous Guinness TV spot via Omnicom Group's BBDO Worldwide, New York, encouraging consumers to "Treat St Patrick's Day like a real holiday.'' The goal, the company said when it announced the campaign, was "to extend this celebratory period to an entire holiday season, such as with Halloween or Valentine's Day,'' said Chris Parson, Guinness brand director.
Christmas, however, was the metaphor used for the spot that showed a trio of pajama-clad young men excitedly rushing downstairs to open their holiday gifts: a keg and several...
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