Campaign details
Brand: GuinnessAgency: AMV BBDOCountry: United Kingdom
Objectives
Guinness Clear is a responsible drinking campaign which encouraged people to drink tap water to moderate their alcohol intake during the Six Nations rugby championship.
We needed to:
- Change consumer behaviour: Positively shifting attitudes toward alcohol consumption in a way that would directly impact drinking behaviour i.e., moderate alcohol intake by drinking more water or non-alcoholic drinks.
- Over achieve on brand metrics:Take a category leadership position by making Guinness the #1 beer brand associated with responsible drinking during the 2019/2020 Six Nations Sponsorship....