When it comes to iconic beer brands, Guinness is undoubtedly at the top of the list. With its distinctive dark color and creamy texture, this Irish stout has gained worldwide recognition. But have you ever wondered why Guinness chose to use a toucan as its mascot?
The story behind the Guinness toucan is an interesting one, dating back to the early 1930s. During this time, the brand’s marketing team enlisted the talents of John Gilroy, a renowned artist, to create illustrations that would captivate consumers and promote Guinness.
With creativity flowing through his veins, Gilroy decided to bring a touch of the exotic to the Guinness advertising campaign. He illustrated a captivating menagerie of zoo animals, including an unlikely representative – the toucan.
In 1935, the toucan truly soared to stardom when crime writer Dorothy Sayers, who also happened to be working as an advertising copywriter for Benson, penned a poem featuring the toucan. This poem, along with the tagline “Guinness is good for you,” propelled the toucan to become synonymous with the Guinness brand.
So why did Guinness decide to feature a toucan in their advertising? Well, there are a few reasons that come to mind. Firstly, the toucan is a visually striking bird with its vibrant plumage, large beak, and distinctive shape. By choosing the toucan, Guinness ensured that their advertisements would instantly stand out from the crowd.
Another reason may lie in the symbolism associated with the toucan. This bird is often associated with tropical regions, exoticism, and adventure. By featuring a toucan in their advertisements, Guinness created a sense of escapism and transported consumers to a world of excitement and intrigue.
Furthermore, the toucan embodies a sense of playfulness and whimsy. With its comical appearance and lively demeanor, the toucan brings a light-heartedness to the brand. Consumers are drawn to these characteristics, as they evoke a sense of joy and cheerfulness.
Additionally, Guinness chose the toucan because of its association with good times and sociability. Just like the bird itself, Guinness is often enjoyed in social settings, where friends gather to share memorable moments. The toucan thus serves as a reminder of the camaraderie and conviviality that accompanies the consumption of Guinness.
On a practical level, the toucan also provided a fantastic opportunity for Guinness to showcase their intricate pouring technique. The famous Guinness pint, with its distinctive surge and creamy head, is perfectly showcased as the toucan confidently balances a pint on its beak in many advertisements. This imagery not only highlights the artistry of pouring Guinness but also establishes a visual connection between the brand and its signature drink.
Over the years, the Guinness toucan has become an enduring symbol of the brand’s identity. It is instantly recognizable and continues to capture the imagination of consumers worldwide. While other beer brands may opt for more traditional imagery, Guinness has truly set itself apart by embracing the colorful and captivating world of the toucan.
In conclusion, Guinness chose to use a toucan as its mascot due to its visually striking appearance, association with adventure and escapism, playful nature, connection to sociability, and the opportunity to showcase the pouring technique of their iconic pint. The toucan has become an integral part of the Guinness brand, representing its unique character and inviting consumers into a world of enjoyment and camaraderie.
