The History of The Irish...Worldwide
Arthur's Day - Marketing Ploy or Harmless Fun?
Since it launched in 2009, Guinness's Arthur's Day has garnered much support. It is the type of marketing success most companies could only dream of. This year, however, has seen a huge backlash against Guinness and their parent company, Diageo, for encouraging alcohol sales in a country where binge drinking is a huge problem.
Do you think this criticism of Guinness is fair? Or should alcohol companies be more responsible?
Replies to This Discussion
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Founding MemberPermalink Reply by Nollaig 2016 on -
Guinness's iconic stature for the most part is due to it's marketing. A lot of good craft beers don't get a look in because they cannot even dream of affording such campaigns. Let's hold Guinness's marketing to the same standards as big cigarette companies. Maybe then the smaller craft beers might get a look in.
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Permalink Reply by Rónán Gearóid Ó Domhnaill on
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apparently the major multinational brewery has to pay for the extra over time for the Gardai. Ambulances have a 30% increase in their call outs.
One wonders if Arthur's Day is not seeking to exploit the stereotype of the drunken paddy?
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Founding MemberPermalink Reply by Nollaig 2016 on -
I think so Ronan. What do you make of the allegations that Arthur himself was a spy?
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a spy for whom or what?Do tell. I rarely muse on the father of the black stuff when having a few scoops. His grave is I believe in Kildare and most Irish people are unaware of its existence.
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Founding MemberPermalink Reply by Nollaig 2016 on
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Permalink Reply by Julianne Ní Chonchobhair on
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I think we're a bit too willing to be exploited on this matter. But of course we shouldn't accept this from any brand if we perceive it to be happening. I don't think Diageo's responses to the backlash have done anything to convince people that it was anything other than exploitation.
Of course, with alcohol it's a bit difficult. Companies should be allowed to make people aware of their brand but how much is too much marketing when it comes to alcohol? On advertising we now see and hear information about being 'drink aware' and drinking sensibly. If as a nation we started drinking sensibly a lot of companies would think another recession had hit them! I'm definitely not convinced that these brands would like people to drink sensibly..
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Permalink Reply by Ryan O'Rourke on
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It may have been a stroke of marketing genius in 2009 to mark the 250th anniversary, but it's just ridiculous now.
We were walking through Galway City Centre this evening just minutes before 17:59 (a.k.a. 5:59 p.m.), and a significant portion of the people walking toward the main areas for the "celebration" were either just at or actually below legal drinking age. I'm one who hopes to see it go by the wayside soon.
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I thought it was illegal to drink on the streets but given that the guards are being paid by Diageo they must have turned a blind eye.
Happy Diageo Day!
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Permalink Reply by Rose Maurer on
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Congratulations to THE WATERBOYS for an honest and catchy song, which may (or not) be meant to be ironic. Personally, I have reservations about the real efficacy of advertising, although unless their are other factors involved, the Guinness Marketing Department certainly seem to have it right (or wrong) as the case may be.
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Well it's certainly what mose brands wouldn't even be able to dream of; getting most of a nation out toasting to your brand with your product in hand? It was definitely a clever move. It did surprise me that they continued it, as I felt it would wane at some point. Unfortunately the tide has turned somewhat and they are facing quite an amount of backlash as a result.
I haven't been overly impressed with some of their responses to the backlash. From the bits I've heard, they seemed unprepared for it.
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did the nation toast Arthur or students and a few tourists, who think we do nothing else but drink?
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Well, a lot of people in Galway don't seem to mind! I just saw this photo of a packed out Shop Street on their Facebook page: https://www.facebook.com/photo.php?fbid=10151880216766941&set=a...
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