The Guinness for when you’re not drinking Guinness: How we rebranded tap water to tackle responsible drinking.

Guinness, a beer brewery, launched a campaign in the UK and Ireland during the Six Nations rugby championship to tackle responsible drinking by bringing about real behaviour change and squashing the stigma of drinking water.

Campaign details

Brand: Guinness Agency: AMVBBDO

Summary

Guinness Clear is what can happen when you treat responsible drinking responsibly.

It's the story of how a brand known for its celebration of 'More' encouraged people to consume less.

We wanted to make sure that when Guinness did responsible drinking, we produced something that enhanced the heritage of great Guinness ideas, whilst also making a genuine difference by upholding Diageo's commitment to bringing about real behavioural

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands