Guinness, the iconic Irish brewery, chose a toucan as its mascot for its advertising campaign in the 1930s. The credit for this brilliant idea goes to an artist named John Gilroy, who was commissioned by Guinness to create memorable and engaging advertisements. Gilroy drew inspiration for the toucan from his visit to the circus, where he observed various animals performing entertaining acts.
During his time at the circus, Gilroy observed the playful and captivating behaviors of sea lions, bears, kangaroos, ostriches, and pelicans. He was particularly intrigued by their ability to balance objects on their noses, which he found both amusing and visually interesting. This observation became the starting point for his creative process in designing the Guinness toucan.
The toucan, with its distinctive appearance and vibrant colors, was the perfect choice for Guinness. Its large, colorful beak and unique body shape made it instantly recognizable and visually appealing. The toucan's association with tropical rainforests and exotic locales also added an element of adventure and escapism to Guinness' advertising campaigns.
Moreover, the toucan's ability to balance objects on its beak aligned perfectly with Gilroy's circus-inspired concept. He envisioned the toucan balancing a pint of Guinness on its beak, creating a whimsical and attention-grabbing image. This image became the centerpiece of numerous Guinness advertisements, capturing the imagination of consumers and establishing a strong brand identity for the brewery.
The toucan's inclusion in Guinness' advertising campaigns was a stroke of genius. It brought a touch of playfulness and humor to the brand, making it more relatable and memorable for consumers. The toucan became synonymous with Guinness, and its image was widely recognized and loved by people around the world.
Personally, as a sommelier and brewer, I find the choice of the toucan as Guinness' mascot to be a brilliant and strategic move. It not only captures attention but also creates a strong association between the brand and a sense of fun and adventure. The toucan's presence in Guinness' advertisements adds an element of storytelling and fantasy, making the brand more engaging and appealing to consumers.
Guinness' decision to pick a toucan as its mascot was inspired by the creativity and imagination of artist John Gilroy. Drawing upon his observations at the circus, Gilroy created a memorable and visually captivating image of a toucan balancing a pint of Guinness on its beak. This choice perfectly embodied the brand's values of playfulness, adventure, and exceptional quality. The toucan became an iconic symbol of Guinness, deeply ingrained in its advertising campaigns and beloved by consumers worldwide.