How Guinness used humour to encourage rugby fans to drink responsibly during the Six Nations | WARC | The Feed
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How Guinness used humour to encourage rugby fans to drink responsibly during the Six Nations
Corporate social responsibility Beer & cider United Kingdom
Guinness, the beer brand, successfully turned the important topic of responsible drinking into a source of laughter and banter as well as information with its witty “Guinness Clear” campaign.
- Sports fans often drink up to 50% more during sporting events and tend to underestimate the amount of alcohol they have consumed.
- Responsible drinking campaigns frequently portray soft drinks as a pause in the fun, but don’t achieve genuine consumer breakthrough and engagement.
- Guinness aimed to inject some levity into its messaging around responsible drinking and give consumers an alternative to drinking alcohol.
- Guinness called on its trademark humour and wit to rebrand plain tap water as “Guinness Clear”.
- The beer brand treated Guinness Clear as if it were launching an entirely new product and parodied classic beer marketing clichés.
- Guinness launched Guinness Clear in the UK and Ireland during the Six Nations Rugby Championship, an event fans often enjoyed while drinking a few beers.
- Guinness Clear delivered the brand’s highest ever return on investment – a notable achievement considering the campaign objective wasn’t even to sell Guinness.
- The campaign encouraged people in the UK and Ireland to reduce their alcohol intake by 80% and 82% respectively.
- Moreover, 56% of Irish rugby fans and 82% of British rugby fans agreed the campaign made it more acceptable to drink water in a pub.
- The work won Gold in the 2021 APG Creative Strategy Awards.
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