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.

Guinness Clear turned out to be exactly that.

Very few commercial organisations would run high profile marketing that lends their logo, name and precious distinctive assets to a product that is freely and widely available at zero cost.

But it wasn't a stunt or a marginal...

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