Guinness is following up its &£4m St Patrick’s Day marketing push with a spoof campaign based on the concept of “St Terry’s Day”.
The brewing giant is to dedicate March 24 to the fictional St Terry, giving Guinness drinkers an excuse to have another celebration a week after St Patrick’s Day.
The company will spend &£1.5m in a two-day burst of billboard, press and radio ads through Abbott Mead Vickers.BBDO from March 22.
Three radio ads will feature Guinness drinkers using St Terry’s Day as an excuse to go to the pub.
Guinness GB trade marketing controller Charles Ireland says: “St Terry of East Grinstead represents a modern-day saint who reflects 21st-century values in a good-humoured way.”
Guinness’ St Patrick’s Day campaign centred around a sampling operation in 2,000 pubs.
If St Terry’s Day is a success, a company spokesman said it could become an annual event.