Guinness: Clear

Guinness, a beer brand, launched a responsible drinking campaign which encouraged people to drink tap water to moderate their alcohol intake during the Six Nations rugby championships in Great Britain and Ireland.

Campaign details

Brand: GuinnessAgency: AMV BBDOCountry: United Kingdom

Objectives

Guinness Clear is a responsible drinking campaign which encouraged people to drink tap water to moderate their alcohol intake during the Six Nations rugby championship.

We needed to:

  • Change consumer behaviour: Positively shifting attitudes toward alcohol consumption in a way that would directly impact drinking behaviour i.e., moderate alcohol intake by drinking more water or non-alcoholic drinks.
  • Over achieve on brand metrics:Take a category leadership position by making Guinness the #1 beer brand associated with responsible drinking during the 2019/2020 Six Nations Sponsorship....

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