Guinness Clear: Why Guinness dared to tell everyone to drink water

Guinness, an alcoholic beverage brand, encouraged people to drink in moderation in the UK by rebranding ordinary water as a Guinness drink.

Campaign Summary

This is the story of how Guinness rebranded ordinary tap water as a cool 'new' product, which turned ordering water from embarrassing to a positive and popular bar call.

We needed an idea that would take the pressure off drinking while paying dividends back to the brand and triggering actual behavioural change.

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