Guinness Clear: Why Guinness dared to tell everyone to drink water when we reclaimed the Six Nations Sponsorship

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

Summary

Guinness Clear is the template for brave, responsible marketing.

It's the story of how, during our biggest sales moment of the year and first year of Six Nations sponsorship, Guinness set the agenda for responsible drinking in sport.

Of how we rebranded ordinary tap water as a cool 'new' product, which - packaged with humour and wit - turned ordering water embarrassing a positive and popular bar call (just ask all the pub owners who took orders in droves).

By positively shifting attitudes toward alcohol consumption in a way that would directly impact drinking behaviour.