Guinness, Comedy Central Team for Mass Toast

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Guinness Bass Import is joining forces with Comedy Central to launch a multi-media campaign in excess of $2 million. The campaign promotes Guinness’s effort to break the world record for the largest group toast. Bar patrons across the country will hoist their pints in “The Great Guinness Toast” on Feb. 23. The agency behind Guinness is CIA Medianetwork.

“We have developed a model for a fully-integrated national and local promotion that we are very proud of,” said Hank Close, svp of sales for Comedy Central.

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