Clear - Guinness
Guinness

Gold

Title of Entry:	Clear
Brand:	Guinness
Product/Service:	Guinness
Client:	Diageo
Entrant Company:	AMVBBDO
Creative Agency:	AMVBBDO
Chief Creative Officer:	Alex Grieve
Creative Director:	Nicholas Hulley, Nadja Lossgott
Sector:	ALCOHOLIC DRINKS
Copywriter:	Tim Riley
Date of Release:	2019-02-07
Notes:	Guinness wanted to help people drink more responsibly. So, we rebranded boring old tap water as an exciting new drink: Guinness Clear. At a stroke, we removed the social stigma attached to ordering water in a bar – and turned it into a joke everyone could share. The campaign comprised TV, social, print, ‘Home Brew’ kits, even rain ponchos. After two months, 80% of consumers we spoke to said they’d moderated their alcohol intake by drinking water.