Strategy:Identify adult-oriented icons intrinsically related to Halloween and associate them with the fun and uniqueness of a Guinness experience. Target Audience: Male, beer consumers LDA-39. The community of Guinness drinkers are a tribe with shared interests and perspectives. They believe that their choice of drink is a signal of who they are/can be.

Creative:This concept celebrates the confidence and individuality of Guinness drinkers by inviting them to 'let out the demon' inside of them. The playfulness appealed to a key consumer insight of LDA-39 Males wanting to express their inner playfulness in an increasingly 'serious' world.

Creative was so successful in Canada that the promotion has now been taken up by Guinness in Ireland, Germany, France and Malaysia.It delivered wit and fantasy - a chance to escape and a chance to reveal - effort was highly consistent with Guinness brand positioning of 'Guinness reflects your inner strength.' Guinness Draught keg volume grew year-over-year by 7% vs. a relatively Flat Canadian Beer Market (+1.2%).

Guinness Draught can volume grew by 12.3% year-over-year vs. Canada Total can performance of +6.2%.Brand Health scores (LDA+ Drinkers):Spontaneous Awareness (+2%), High-Quality Product (+3.3%), Truly Different from Other Beers (+2%)