In Ireland, everyone knows Guinness. This beer is so emblematic that its logo and all its marketing communications are immediately associated with Irish beer. From the simple white Guinness lettering to its harp, it’s clear that the brand has succeeded in anchoring its identity in people’s minds! But Guinness wouldn’t be Guinness as we know it without our famous multicolored toucan! This colorful character has been used for decades, and remains an indispensable landmark for Irish people! A look back at this winged animal, which has become the official mascot of the 1759 Irish stout!
The Guinness toucan
The toucan, now emblematic of the Guinness brand, has a fascinating history that goes back many decades.
It all goes back to the 1930s.
At the time, Guinness was on a roll and wanted to strengthen its communications. To this end, it hired the British advertising agency S.H. Benson to reinforce its advertising campaign. It wants to offer modern communication that honors both its past and its present.
That’s where John Gilroy, an artist working for the agency, comes in.
Inspired, Gilroy designed a series of memorable Guinness advertising posters, many featuring exotic, colorful animals doing unusual things.
Among these creatures, the toucan stands out the most. Original, colorful and smiling, it offers a modern, positive image of the brand, with a hint of quirkiness. Just what Guinness is looking for!
On these early sketches, John Gilroy presents the toucan carrying two pints of Guinness on its beak, with the catchy slogan “Guinness for strong”. This cool, impactful image quickly became popular, symbolizing the brand’s playfulness and original approach to advertising.
So much so that it’s about to become the spearhead of Guinness! Indeed, from the very first presentations to the company, the toucan won over the brewery’s directors. The decision was then taken to use him as the mascot for Irish beer, in addition to his harp and white lettering.
The icing on the cake: even after the original advertising campaign ended, the image of the toucan remained associated with Guinness, testifying to its lasting impact on popular culture and advertising.
The significance of the toucan in Guinness advertising is manifold, reflecting the brand’s creative and playful approach to marketing. Here are a few key points:
Over time, the Guinness toucan has become more than just an advertising tool; it has become an integral part of the brand’s identity, loved by consumers and recognized the world over.
Even today, it’s used just about everywhere: on official pints, T-shirts, towels and all the merchandising produced by the brand.
Although less famous than the harp (often associated with Ireland and stout), the toucan has remained a unique symbol of Irish culture. Although quirky, it is one of the strongest symbols of Irish culture.
3.57/5 (3,494 votes)
