Clear

Guinness wanted to help people drink more responsibly. So, it rebranded boring old tap water as an exciting new drink: Guinness Clear. At a stroke, it 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, and even rain ponchos. After two months, 80% of consumers we spoke to said they’d moderated their alcohol intake by drinking water.